Girlphabet: Girl’s Dictionary

Laurier wanted to build a deeper connection with young women by creating a platform where teenage girls could express themselves authentically. The challenge was to move beyond traditional brand messaging and empower them to define their experiences in their own words.

Teenage girls are constantly discovering who they are and how they see the world. They want their feelings, experiences, and perspectives to be understood, expressed, and validated in their own language, without being defined by others.

Girlphabet: Girl’s Dictionary
We created “Girlphabet,” an integrated digital campaign that invited young girls to define their world through their own words. Through social media content, video assets, and collaborations with youth influencers, the campaign turned their everyday expressions into a platform for authentic self-expression.