Why You Should Work With Female-Led Creative Agencies

Ripping apart these tropes, this is how Noémie LeCoz, founder of small troop, has made a name for himself in the world of branding. When Noémie started thinking about the identity of billy — the body brand that produced the first razor commercial to show women with (panting) hair on their legs, armpits and face — the resulting brand direction was actually quite intuitive. “On a very basic level, it was about seeing each other,” she says. “It was about asking how we can push, celebrate and expand the representation of women and create authentic images that we don’t already see in the mainstream. [commercial] world.” Facing Venus ads featuring shiny, slender, white legs, Billie immediately stood out with campaigns featuring pubic hair on a cast that looked like, well, what women look like (hint : not just white, thin and hairless).

Noémie then constructed a more neutral identity for girl look, a platform connecting women-led businesses with female-identifying creatives. Their founder, Amanda De Cadenet, says she “enjoyed” working with Noémie, knowing that the goal of female identification “has been marginalized for too long.” “Noemie is perhaps the only person I gave free rein to the idea and the design as she saw fit,” continues Amanda, “because I completely trust her impeccable vision.” Again, tapping into the brands that women in the center sometimes miss, Noémie says she really focused on the types of women who would be attracted to this platform, rather than the fact that this platform was made for women. Because of this, she rooted the brand concept in the old-school editorial world, articulating it visually through a pastel purple and yellow color palette, a bold black logo inspired by a 90s Gameboy, and a fresh but standard typeface. Editorial New.

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