Substack Writers

Each writer’s work comes with its own rhythm, references, and community. The challenge was to create expressive identities without becoming inconsistent.

Because we understand the importance of subcultural nuance, we knew these designs needed to work in high-speed digital contexts. A Substack banner and logo must maintain brand recognition even when viewed quickly in a mobile feed or an email inbox.

For Grace Lavery, we developed a logo for *The Wazzock’s Review* that reflects Grace’s playful, incisive voice. We used a quirky type choice and bold multi-tone colouring and illustration elements to create a world that feels smart and full of personality.

For Grace’s second project, *Mister Mulberry*, we extended the mid-century visual heritage established for *Wazzock’s Review,* shifting the illustration approach to match the subject while maintaining a cohesive creator brand.

For Laurie Penny, we created a new logo and banner inspired by 90s DIY counterculture, drawing on archive materials such as flyers, posters, and zines. The goal was to capture authentic rebellion without it feeling contrived.

Across these projects, our core principle remained: ensure the visual identity supports the writing and helps the reader instantly recognise the voice of the author.

Both writers now have professional visual identities that feel like a true extension of their work, helping readers recognise them quickly and setting the tone for their independent journalism.

By building a flexible identity system, we have provided these writers with the digital tools for longevity. As their newsletters evolve, the designs are strong enough to hold new themes and chapters without needing a complete reset. This approach ensures that independent feminist and trans voices have the professional polish needed to thrive in the subscription economy.