back RowTales from the back row
We launched a new look for Back Row — a paid, independent journalism experience from Amy Odell, a fashion and culture journalist and the NYT best-selling author of ANNA: The Biography. This newsletter takes everyday readers behind the scenes, giving them an insider’s look into the major fashion and cultural moments that everyone’s discussing around the Sunday brunch table. Amy’s vision was clear: Back Row is not a traditional fashion media outlet. It’s a space where everyone is invited into the conversation. The goal was to create a brand that felt accessible, welcoming, and fun — no matter how you relate to the fashion world.
ScopeBrand Identity
Tagline Development
Brand Guidelines
Substack Design
Social Templates
Graphic Design
Brand Identity and Visual Language
We designed a logo and visual identity that embodies the idea that Back Row works solely for its readers. It’s unique but approachable, classic but playful. With bright citrine and light blue accents, the new brand feels classic, while still elevated and fresh.
“
AGP was responsive to my feedback, communicated thoroughly and clearly, and was a joy to work with. I have been able to present a more polished and professional image to potential clients and newsletter subscribers...the new branding makes Back Row look like a million bucks!
— Amy Odell, Back Row
CreditsCreative direction and design: Kelly Freitas, A Good Pear