Bring energy, life and real time feeling to the identity. Create something that reflected GIF culture and communicated the "need to know" nature of the brand.

The cut "e" provided a strong visual and phonetic start point. The three lines - which looked like a navigation button - became the debrief "lens" on the world revealing what was most important at that moment in time.

The site is three months old and has beaten its target by 300%. Design Week praised the flexible identity for being "fresh and striking" vs. usual female lifestyle brands