VSCO

VSCO is a photo sharing app for creatives that provides advanced editing tools and filters for creators to experiment and grow. Their community has been curated over a number of years, mostly with photography professionals.

But in the summer of 2019, the platform flooded with thousands of teenage girls, looking for a platform to casually share photos that featured their everyday life. At the time, 75% of users were under the age of 25, and the Gen-Z crowd liked the simplistic version of the app because of it's contrast to Instagram.

Although this new demographic had taken over and used the platform in a new and exciting way, even promoting mental health and activism, VSCO held steadfast in their beliefs of how their product was meant to be used. By 2022, the majority of the platform consists of young men, showing that the coveted teenage demographic has been lost.

This rebrand was created with this demographic in mind. I wonder how much the growth could have continued had the space been more welcoming to their teenage audience; if VSCO made a greater effort to unify their two, albeit very different, audiences. My rebrand imagines a platform that encourages the younger generation to pursue greater creativity in their everyday social media usage, and look up to the professional creators that VSCO has curated, as well as each other, for inspiration.