The Client: Glow* (owned by Vodacom) is a mobile-first media brand for young, Gen Z and Millennial South African women, with the mission to become the #1 female media brand in South Africa.

The Problem: Develop a brand and product to fill the gap left by Covid's impact on the traditional magazine market in South Africa with a tight budget, time-frame and limited resources.

The Solution: Glow* is universal in its meaning, it talks to a wide audience in an inclusive and optimistic way. As a word, it imbues feelings of warmth and possibility. This is reflected in the approach to brand and content.

The Process: Conduct market research for brand name and develop creative strategy, brand story, and visual identity from it. Provide comprehensive guidelines for use by Vodacom's in-house team.

The Result: 790k subscribers and 165% year on year increase of subscribers.

My Role: Creative Director, Brand Strategist, Content Creator, Copywriter