Founded in 2011, Betches is one of the most influential media brands for women. The team engaged The Working Assembly to refresh their brand positioning and visual identity to keep pace with their growing Millennial and Gen-Z audience of 9M+. Betches needed to ensure their attitude, voice, and unapologetic personality remained a core differentiator. Our work together included refreshing their brand identity, inclusive of new sub-brands and verticals, all brought to life across their media platforms and brand website.