Working on Queen In Me was one of those projects where the purpose behind the brand became just as important as the visual outcome itself.
Founded by India Robinson, Queen In Me was created to help young girls build confidence, embrace their individuality, and navigate societal pressures with a stronger sense of self-worth.
From the beginning, it was clear this wasn’t simply about building a website.
It was about translating a deeply personal story into a brand experience that felt safe, empowering, approachable, and emotionally connected to the audience it was designed for.
India brought such honesty and vulnerability to the project. Her own experiences navigating identity, pressure, self-doubt, and confidence as both a young woman and professional athlete became the foundation of the brand’s messaging and purpose. That emotional depth naturally shaped the direction of the website and visual identity.
Alongside the website build, we also undertook a full brand revision. The original identity leaned heavily into the surfing world due to India’s background as a professional athlete, but together we worked on evolving the brand into something broader and more inclusive, allowing it to resonate with all young women regardless of their interests or environment.
The goal became creating a brand that still felt authentic to India while also standing confidently on its own outside of sport.
We refined the visual identity to feel more elevated, versatile, and emotionally connected, developing custom brand icons, social media templates, and a cinematic brand trailer that helped bring the mission and energy of Queen In Me to life across multiple platforms.
The entire project was centred around creating a feeling of empowerment without losing warmth or relatability. Every creative decision needed to support the larger mission of helping young women feel seen, supported, and confident in who they are.
What made this project especially rewarding was watching the vision evolve from an idea into something tangible that could genuinely impact people.
Projects rooted in purpose often carry a different kind of responsibility. It’s not just about aesthetics or functionality, it’s about creating something people emotionally trust and connect with.
Queen In Me reminded me how powerful branding can become when it’s built from lived experience rather than trend-driven marketing. When there’s genuine intention behind a brand, the creative process becomes less about “selling” something and more about creating connection, community, and long-term impact.
