GIRL — Leeds, United Kingdom

“Both developing a brand from scratch and refreshing an existing one present distinct challenges. Starting from scratch offers complete creative freedom but requires strategic thinking to define tone, visuals, and story without existing recognition. In contrast, refreshing a brand can appear simpler but is often more complex, as it involves balancing legacy assets, brand equity, and stakeholder expectations while ensuring the brand evolves without losing its essence. A brand refresh demands strategic sensitivity, political nuance, and a clear understanding of what truly matters. Both processes require different types of thinking—one focused on building meaning, the other on refining it.”

GIRL is a design studio driven by curiosity, boldness, and a dedication to creating meaningful concepts. They focus on innovation and fresh approaches, ensuring that every idea is thoughtfully executed down to the smallest detail. With a diverse skill set and a collaborative approach with clients, the studio consistently delivers exceptional results that exceed expectations. Their work empowers brands, helping them connect more deeply with their audiences while standing out in a competitive landscape. At GIRL, each project is an opportunity to push boundaries and bring bold ideas to life through thoughtful, impactful design.