After Scary Mommy’s rebrand, I was tasked with assisting Adam Hawkins—Fatherly’s art director at the time—in conducting research and leading a full rebrand of Fatherly. The goal was to give the brand a bolder, more masculine identity while modernizing the logo, website, and overall visual language. During this period, I also worked on packaging design for Scary Mommy, Fatherly, and The Dad’s merchandise—a refreshing and fun challenge. Unfortunately, many of those project files were lost during the workspace migration that followed Some Spider’s acquisition by Bustle Digital Group (BDG).

As part of the rebrand, Adam and I conducted market research and analyzed audience data to inform creative decisions. We redefined Fatherly’s editorial art direction, selected new fonts and color palettes, redesigned the logo (after countless iterations—including an entire “horse” direction that was eventually scrapped), and developed new approaches to celebrity photography, product imagery, and evergreen stock visuals for the site. This experience was invaluable—I learned a tremendous amount, and the opportunity to collaborate with four different art directors during my time at BDG pushed me to refine both my creative strengths and my communication skills.

It’s also worth noting that the images shown on this page were designed solely by me. The visual direction I established ultimately laid the foundation for Fatherly’s current brand identity, which continued to evolve in a subsequent rebrand after I transitioned to focus on Scary Mommy and BDG’s other properties.