Why you should work with women-led creative agencies
Tearing away at these tropes is just how Noemie LeCoz, founder of Little Troop, has made a name for herself in the branding world. When Noemie first started to think through the identity for Billie — the body brand that produced the first razor commercial to show women with (gasp) leg, armpit, and facial hair — the resulting brand direction was actually quite intuitive. “At a very basic level, it was about seeing each other,” she says. “It was about asking how we can push, celebrate and broaden women-identifying representation and create authentic images that we don’t already see in the [commercial] world.” Up against Venus ads featuring shiny, thin, 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).
Noemie then built a more gender neutral identity for Girlgaze, a platform connecting women-run businesses with women-identifying creatives. Their founder, Amanda De Cadenet, says she “welcomed” working with Noemie, knowing that the woman-identifying lens “has been marginalised for way too long.” “Noemie may be the only person who I gave free rein to ideate and design as she saw fit,” Amanda goes on to say, “because I trust her impeccable vision entirely.” Yet again tapping into what brands that centre women are sometimes missing, Noemie 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. For that reason, she rooted the brand concept in the old school editorial world, visually articulating this through a purple and yellow-driven pastel colour palette, a bold, black logo inspired by a 90s Gameboy, and a fresh but standard typeface, Editorial New.
