Good Life is a weekly newsletter, offering commentary on femininity, motherhood, and modern cultural identity. Developed as part of a broader initiative to expand the Daily Caller’s reach, the newsletter was designed to engage a new and underserved audience: women. Its visual identity needed to reflect emotional nuance and thematic range, while remaining cohesive week after week.

To connect authentically with its target audience, Good Life required a visual direction that felt both intentional and editorial. The design needed to support the author’s conviction-driven voice and address a wide spectrum of topics, including personal, cultural, and political, through a lens of tradition and strength. The visual system had to be flexible, but unified, and aligned with the values and tone of the writing.

The visual identity was built around curated archival photography and original digital collages. Drawing from vintage, female-centered imagery, the style emphasized both nostalgia and subversion, visually reinforcing the newsletter’s themes and emotional depth. Sourced images were selected for their quiet power and symbolic resonance, while original compositions served to bridge gaps where stock could not. The outcome was a distinct and consistent aesthetic that gave each issue its own presence while maintaining editorial cohesion.

Directed the visual identity for the newsletter, including image curation, collage design, and overall creative direction. Sourced and curated archival photography, created original digital collages, and developed a consistent editorial style that aligned with the tone and themes of the writing. Ensured visual cohesion across weekly issues while adapting the imagery to a range of subject matter.

The visual tone was grounded in archival photography to align with the conservative values and maternal authority embedded in the author’s perspective. The imagery needed to reflect not just beauty or sentiment, but conviction, portraying womanhood as layered, symbolic, and often quietly defiant. Recurring themes such as motherhood, tradition, and cultural identity guided the sourcing and collage process week to week.