The outdoor industry has long told a narrow story about who belongs, what they look like, and how they show up. Women were participating more than ever, yet their stories were underrepresented, often flattened into a single perspective or overlooked entirely. At the same time, media had become increasingly disposable, optimized for scroll rather than substance, leaving little room for deeper connection, community, or lasting cultural impact.

Create a platform that feels like both a publication and an invitation. HiHeyHello was built as a bi annual print magazine that celebrates women shaping outdoor and creative culture across disciplines, identities, and experience levels. The name itself is the idea. A simple act of acknowledgment that opens the door to belonging

We chose print intentionally. In a digital first world, we created something tactile, collectible, and enduring, designed to live on coffee tables and in creative spaces, not disappear in a feed. The magazine bridges outdoor adventure, art, and storytelling, spotlighting everyone from elite athletes to first timers, while prioritizing diverse voices, female photographers, and emerging creators.

Co creator and creative lead, shaping the vision from concept through execution.

I led the brand from the ground up, defining the identity, tone, and visual system to ensure the magazine felt as intentional as the stories it told. I partnered across editorial, contributors, and community to curate content aligned with our mission, while designing each issue as a cohesive, high touch experience.

From establishing the look and feel to directing layouts, photography, and storytelling frameworks, I ensured every detail reinforced the core idea: Creating space for women to be seen, heard, and to belong in the outdoors on their own terms.