Client: Brett Stiller

Year: 2025

A bold and purposeful platform for modern fatherhood, The Fatherie is built to inform and support fathers navigating contemporary family life. Direct, intelligent and culturally aware, it creates space for real conversation — cutting through sentimentality and outdated narratives to reflect the lived realities of being a queer father today.

I was commissioned to define the brand strategy and visual identity for The Fatherie at launch. The task was to position the platform clearly away from traditional parenting brands, establishing a voice that feels confident, relevant and unapologetically modern. Through strategic definition, I shaped a brand grounded in honesty, curiosity and authority — one that speaks with curious dads, dads-to-be, and fathers already on the journey.

This thinking informed a visual identity designed to feel clear, graphic and immediately recognisable. The system balances editorial sharpness with warmth, using decisive typographic choices and bold composition to create a brand that feels active and alive across digital, social and content-led applications.

At the core of the identity is the anvil — a symbol of strength, making and transformation. It reflects fatherhood as an active, evolving practice: shaped through effort, care and time. Used as a central graphic device, the anvil anchors the identity, providing a distinctive and meaningful mark that reinforces the brand’s sense of purpose and resilience.

The colour palette is confident and contemporary, supporting clarity and legibility while giving the brand a distinctive, ownable visual rhythm across platforms.

The result is a flexible, future-facing identity system that positions The Fatherie as a modern voice within culture — not a parenting manual, but a platform for perspective, exchange and growth.

A brand built with confidence, intent and relevance.