Rosie
Co-designing a safe space for young women and non-binary people.
Services —
- Branding
- Web Design & Development
Industries —
- Government & Community
We were engaged by the Victorian Women’s Trust to rebrand and relaunch Rosie, a harm-prevention initiative running for over 10 years. Offering crucial and quality resources on topics like climate activism and LGBTQIA+ rights, the brief highlighted a key challenge: adapting to the evolving needs of our audience post-pandemic. This period revealed increased mental health issues and economic disparities among young women and gender-diverse individuals. Our goal was to transform Rosie to focus on contemporary issues like school, family, and gender identity, improve user experience, and rebrand with a fresh, engaging aesthetic.
Renewing 'Rosie': to be bold, loud, empowering and unafraid —
Our all-female in-house team designed Rosie as an engaging digital environment and space tailored to users. During the discovery phase, we conducted co-design workshops with teenagers aged 14-18. Their insights and ideas were essential in shaping the user’s aesthetics and sensibilities.
Putting it to our audience, again and again.
Elle O’Donnell —
Creative Strategist
Rosie was designed as an engaging environment and digital space tailored to users. Workshop participants identified a need to not look like a government affiliate, and to ensure the communication design redefined what ‘femininity meant’, reflecting a new definition across touch points.
