Opportunity

For more than a century, The Young Salvationist informed and inspired generations of readers. But as media habits and cultural expectations evolved, the publication’s name, tone, and design no longer reflected how Gen Z engages with ideas, identity, and faith.

The Salvation Army needed a bold reinvention—one that honored the publication’s legacy while creating something young adults would genuinely choose to read, share, and connect with.

Insight:

Gen Z doesn’t want to be talked at—they want media that feels authentic, expressive, and created for their world.

Solution

We partnered with The Salvation Army’s national headquarters to rename, reposition, and redesign the publication as Peer—a brand built for digital natives and grounded in shared experience.

We developed the name, visual identity, editorial tone, and magazine design, then expanded the brand into a full ecosystem that included merchandise, advertising, and a companion website. Bright color palettes, expressive illustration, and moments of humor created an energetic editorial voice rooted in faith, community, and culture.

Launch merchandise—stickers, apparel, and pins—extended the brand beyond the page, while bold advertising introduced Peer to a new generation of readers.