STRONG Magazine
From a single idea to an independent magazine giving girls a voice.
Concept Development | Brand Identity | Editorial Strategy | Writing | Art Direction | Publishing
The Idea
It was 2016 and we lived in the U.S. My own girls were in middle school and struggling to understand the climate they were living in. I wanted, in fact felt I needed, to create the kind of magazine I wished already existed for girls - one that celebrated who they were and what they could do, as opposed to how they looked and how society thought they should act. Perhaps it’s worth saying here that through the lens of 2026 I should probably have not used “for girls” in the title! My aim was not to exclude, but instead to celebrate those young minds I saw around me who seemed to me to be in danger of losing their voice.
The result was STRONG, an independent print magazine dedicated to inspiring, informing and empowering girls through original journalism, practical advice, and stories about remarkable women and girls.
From Concept to Publication
STRONG began as my idea, and I brought it to life myself.
I developed the concept and brand, planned each issue, researched article ideas, contacted interviewees and contributors, wrote features, organised photoshoots and brought the content together into a finished magazine. That meant I laid it out, contacted publishers, distributors, schools and libraries and grew the brand and the community that existed around it.
The editorial range was deliberately and unapologetically ambitious. STRONG explored politics, science, sport, careers, environmental issues, mental health and personal resilience, alongside practical skills and everyday advice.
I really wanted girls to encounter subjects that challenged them, discover role models they might not otherwise hear about, and recognise that their own experiences and opinions mattered.
Building a Brand with a Purpose
STRONG became more than a collection of articles. Its distinctive identity extended across magazine covers, editorial layouts, promotional campaigns, merchandise and an ambassador initiative that invited girls to participate. Every element served the same purpose: to create something engaging, accessible and genuinely meaningful for its readers.
The Result
Between 2017 and 2020, STRONG reached twelve issues, each bringing together original stories, photography, interviews and practical content.
For me, STRONG represents creative entrepreneurship in its fullest sense - identifying a gap, developing a compelling proposition, building an identity around it and doing the work required to make it real.
It remains one of the projects I'm most proud to have created.