George & Co is a content studio and consultancy led by Lianne George, former editor-in-chief of Chatelaine and Director of Lifestyle Content for Rogers Digital Content & Publishing. We supported George & Co. through their launch, which included developing a brand system, business cards and a website.
George & Co. help brands tell stories that matter to women. To support this bold brand statement we also collaborated on a launch campaign, which included a cheeky micro consumer survey we’re calling #WomenWantWhat. It mines the psyches of 11 women who posed for photographs by the incredibly talented May Truong.
After what seems like an eternity of flustered-housewife commercials and sex-sells stereotyping, women are no longer in thrall to Mad Men trying to sell us a stale ideal of womanhood. Social media has radically changed the way women communicate, organize and advocate and the industry, at last, is responding: Public transit ads now project images of women in all different shapes, colours and sizes, and cosmetics brands produce makeup in 40 skin tones instead of eight shades of white. A generation of mom blogs has decimated the myth of all-bliss-all-the-time motherhood. Women’s Health vowed to stop using “Bikini Body” and Allure dropped the term “anti-aging.” Social media has pushed women’s own voices to the forefront and their patience for tired old marketing tropes about what they should want is pretty much gone. So, what is the secret to what a woman wants?
Surprise! There’s no secret. Everyone is a little different.
But here’s a good place to start: Ask her.
—George & Co.
