Founded in 2017 by Andrea Scotti Calderini and Gianluigi Casole, Freeda’s mission is to become a pioneering force in Italy’s digital publishing landscape, especially for young women aged 18 to 34. Embracing a contemporary, social media-driven approach to journalism, Freeda specializes in crafting content designed for direct engagement on social media platforms, similar to the approaches of AJ+, Buzzfeed, and Vice.
Freeda wants to establish itself as a voice for progressive generations, resonating not just with women, but also with men and non-binary individuals challenging traditional gender norms. It wants to become a platform for the daring and outspoken, dedicated to authentic self-expression and driven by the ambition to foster positive societal change. Freeda’s goal is to share genuine, inspiring stories that encourage societal progress, using social media as a powerful tool to build its community and serve as a strategic content partner for brands targeting millennial women.
APART has played a crucial role in Freeda’s development from the beginning, handling naming, visual identity, and content direction. Initially acting as an internal graphics team, APART established robust, scalable guidelines for Freeda’s growing team. Drawing on diverse experiences in communication, collaborations with cutting-edge entities like Toiletpaper Magazine, and grounded in its branding expertise, APART guided this innovative project.
Freeda’s visual style combines pop vibrancy, surrealistic touches, and a hint of irony, perfectly complementing its deep and often provocative narratives. The bright, optimistic color palette and unique logo design invite audiences into Freeda’s distinctive universe. The name ‘Freeda’, inspired by Frida Kahlo and symbolizing ‘freedom’, aligns with the modern feminist values of entrepreneurial self-assertion and personal narratives. Its visual identity reflects three core themes: female self-realization, personal style, and inter-female collaboration, pushing beyond traditional graphic norms to mirror its audience’s ethos.
Since its launch, Freeda has quickly become a social media sensation, carving out a unique style and gaining widespread recognition. In a short time, it amassed over 1.3 million Facebook fans and 600,000 Instagram followers, engaging over 3 million people daily and reaching 24 million unique users monthly. Its content generated 7 million interactions in its first year alone. Two years after its launch, Freeda’s successful $10 million fundraising for global expansion highlighted the effective collaboration between the agency and the client, underscoring the impact of a well-crafted brand identity.
