“F*ck the Hustle” Edition – The Creative Reboot
La Femme Journal | Issue 03 | May 2025
Editor’s Note:
Hey Foundry Fam,
May was Mental Health Awareness Month, and it got me thinking about how little space we give ourselves to slow down without guilt. Not just to rest, but to really reconnect with where we are, and what we need. Without the pressure to prove we’re still being productive.
I used this month to take a step back. I revisited my portfolio, not because there was something shiny and new to show off, but because I needed to see my own growth. To remind myself where I’ve been and where I’m headed. It was more about grounding than goal-setting.
In this industry, everything moves fast. We’re always chasing the next idea, the next launch. But it’s easy to forget to notice how far we’ve come. If you’ve been feeling off or disconnected, maybe this is the moment to step back too.
Who you are creatively isn’t about your latest post or your next project. It’s in how you navigate the in-between. In how you keep going, even when you’re tired. Even when you’re not sure what’s next.
Let’s get into it.
What you can expect in this edition:
A dog care brand that reminded me why I love branding in the first place
Adobe’s price hike and why I still haven’t quit Illustrator
Google’s gradient glow-up and the design debate it sparked
Jaguar’s rebrand flop and what happens when strategy takes a back seat
A featured photographer whose portraits feel raw, soulful, and unforgettable
An artist using found art to spread joy across continents
A creative challenge to reconnect with your voice
A reminder that not everything you make needs to mean something
A slower, more grounded note on where creativity really lives
The Edit: May Highlights
Brand Project Spotlight: Mud – Dog Care Done Differently
I’m a massive dog lover, and this brand just made my whole month. It’s exactly why I fell in love with branding in the first place. Thoughtful. Clever. Rooted in real life. mud™ is a UK-based dog care brand that celebrates the joy of dogs being their messy, chaotic, loveable selves. The ones who roll in dead things, eat trash, and still want to lick your face after.
The visual identity, designed by Angelina Pischikova and Karina Zhukovskaya, is full of personality. It celebrates the wildness, the mess, and the joy of just letting dogs be dogs.
The wash is scent-free because, let’s be honest, dogs don’t need to smell like candy. In fact, all those artificial scents can be overwhelming for them. This one respects their senses and keeps it simple. They’re dogs.
One of my favourite parts is the bottle design itself. It's playful, unexpected, and tells the story without trying too hard. It uses thermal ink so the logo disappears when it’s wet, then reappears as it dries. A playful little nod to the rinse, the mess, and the cycle we all know too well. They absolutely nailed it.
Trending: Google's Logo Glow-Up
Google gave their “G” logo a little makeover this month. The bold colour blocks are out, replaced by a smooth, blended gradient. It’s softer, more fluid, and feels like a visual nod to their AI direction. Some people think it works - modern, adaptable, and a nice match with Gemini.
But not everyone’s convinced. For others, it feels like change for the sake of change. A soft gradient doesn’t exactly scream innovation. One big concern is how this new style fits into Google’s broader brand ecosystem. It’s easy to apply to one logo, but when you start pulling that gradient across sub-brands, icons, and product visuals, things get complicated fast.
I’m not fired up about it either way. It’s a gradient. Clean, but pretty safe. One of those updates that slips in quietly and makes you wonder if there’s more to it. What really stands out is the ripple effect it might have as Google tries to apply this new look across everything else.
The new logo is already showing up on iOS and Pixel devices, but it hasn’t been fully rolled out yet. It’ll likely take time before it’s consistent across all platforms.
Adobe Hikes Prices – Again
So Adobe’s doing the thing again. Starting June 17, Creative Cloud prices are going up in the US, Canada, and Mexico. The “All Apps” plan is being renamed Creative Cloud Pro and includes AI tools and a few thousand generative credits tossed in. Sounds nice, right? Except it comes with an automatic upgrade you didn’t ask for.
Unless you manually switch to a different plan, you could end up paying around $120 more a year. And for a lot of freelancers and small studios, that stings.
It’s got me thinking hard about what tools are actually essential. Affinity’s looking more tempting by the day.
[Shoutout to MBJ for the heads up on this.]
Read Adobe’s official announcement here
Have you moved to Affinity yet?
I haven’t. I’ve spent years building my whole workflow around Illustrator. The shortcuts, the muscle memory, knowing exactly where everything is... it’s hard to walk away from that. I’m still so attached to it, even though Adobe keeps testing my patience.
Jaguar's Rebrand Backlash
Let’s talk about Jaguar. Their latest rebrand - the one with the pink concept car and slogan Live Vivid. Copy Nothing. - didn’t exactly hit the mark. No actual cars. No iconic jaguar. Just a minimal wordmark and a vague message that left a lot of people scratching their heads.
The intention might’ve been bold, but the execution felt more like an AI-generated luxury concept than an iconic performance brand. Even Elon Musk chimed in, which didn’t exactly help the vibe.
Designers were unimpressed. Critics called it forgettable and disconnected. Jaguar’s now quietly parting ways with Accenture Song and trying to find its footing again before their big EV relaunch in 2026.
It’s never just about the visuals. A rebrand might look awesome on the surface, but if it doesn’t feel grounded in the brand’s purpose or story, people notice. And they disconnect.
Quick Design Insight:
This month, the brand that stood out weren’t trying to be perfect. They felt honest. A bit messy. A little wild. There’s something magnetic about work that doesn’t hide. It’s not about being edgy for the sake of it, but about showing up with something real.
Femme Foundry Recommends:
Female photographer you should know: Betina La Plante
I’ve been following Betina on Threads, and every time she posts, I’m blown away.
She’s an independent portrait photographer originally from Buenos Aires, now splitting her time between LA, Europe, and Argentina. Her portraits feel deeply human. Raw and full of emotion, they pull you in. It’s the kind of work you look at once, and then catch yourself thinking about it later.
If you haven’t wandered into the Photographers of Threads community yet, you’re missing out. It’s one of the warmest, most creative corners of Threads, and it’s full of photographers who really care about their craft. I always leave inspired. Betina’s feed is full of soul and style and well worth the visit.
Website: betinalaplante.com
Social:
Female artist you should know: Magenta Quinn
(Last minute edition - just too good not to share)
I connected with Magenta Quinn on Threads yesterday, and when she shared her story with me, I just had to share it here with you.
She’s an artist, photographer, and creative soul from Brisbane, Australia, who creates to spread joy. During the pandemic, she started leaving her artwork in parks and public spaces for strangers to find. Every week for 18 months, she gave away hand-painted discs, bookmarks, jewellery, and mini canvases—each one a little gift to the world.
She kept it going, on and off, for another three years. People would message her saying how much it meant to find something beautiful in an ordinary place. It was never about the attention. Just about sharing what she could, and reminding people they weren’t alone.
She’s planning to start a new found art project in the next year, and she even made a template if you want to try your own. You can check it out here: magentaquinn.art/pages
Honestly, this is what I love about creative community. It’s not about doing something big or perfect. It’s about showing up, sharing what you’ve got, and letting it make someone’s day.
If you have a favourite female creative more people should know about, send them my way. I’d love to feature them in future editions.
Creative Challenge
Take something you made this year and revisit it, but this time, make it just for you. Maybe it's about reconnecting with your voice, noticing your progress, or creating without the pressure to impress anyone else. Don’t think about the outcome or whether it’s good enough. Just follow your curiosity and see what shows up. And if you feel like sharing, drop it in the community. I’d love to see what you create when there’s no pressure attached.
Mental Health Reminder
Your creativity doesn’t always need a purpose. Not everything you make has to turn into a project or a post. Sometimes, doing it just because you felt like it is the whole point. That’s reason enough.
We’ve got past posts on burnout, imposter syndrome, perfectionism, and finding your creative rhythm again. If you need a boost, check out the archive.
Community Note
We’re officially on Instagram now, and I’d really love to see what you’re working on. If you want to be featured or just want some feedback, send a DM or drop your link in the chat. The community is always better when more of us are sharing.
That’s a wrap.
Thank you for being here! This one was a little slower, a little more reflective, and I hope it gave you room to breathe and feel a little more grounded. If something made you pause, sparked an idea, or just stuck with you, I’d genuinely love to know. Hearing what lands with you is my favourite part of doing this. This space is built on honest conversations, curiosity, and connection.
See you next month, gorgeous humans!
Tracy xx