Background
Creating cultural and commercial value
From idea to scalable platform for representation, creativity, and community built for long-term growth.
Kitsch Mix was founded to create a dedicated digital space for LGBTQ women at a time when representation online was fragmented and often superficial.
The ambition was to build more than a blog. It was to create a platform that combined editorial storytelling, creative expression, community participation, and long-term commercial sustainability.
This was product, brand, and community infrastructure built from zero.
Scope
Product vision, brand identity, editorial framework, audience growth strategy, commercial & revenue strategy, team & operational leadership
Creative timeline
5 year engagement
Industry
Media / Community / Digital Publishing
Location
London
My role
Founder & experience director
challenge
Representation-seeking, digitally native community
There was a visible gap in the market. LGBTQ women were underrepresented in digital media, and the spaces that did exist lacked cohesion, depth, and long-term strategy.
Representation was often reactive. Platforms were fragmented. Content felt temporary rather than intentional. There was no ecosystem designed to centre this audience with consistency and care.
The challenge was twofold.
- Build a culturally credible platform that felt inclusive without being performative.
- Design the infrastructure required to scale content, traffic, and revenue sustainably.
This was not about publishing articles. It was about building a system.
Audience
Underrepresented women seeking connection
LGBTQ women were active online, but rarely centred.
They encountered content that skimmed the surface of identity or filtered their stories through mainstream narratives. Depth was missing. Cohesion was missing. Spaces felt scattered rather than intentionally designed.
The women Kitsch Mix aimed to serve were not looking for entertainment alone. They were looking for recognition. For nuance. For a space that understood them without requiring explanation.
Trust mattered. Authenticity mattered. Belonging was not a marketing angle. It was the reason to exist.
Goals
What success required
Representation
Create a platform centred on LGBTQ women with authenticity and dignity.
Belonging
Design an experience that encouraged participation and repeat engagement.
Scalability
Build a modular publishing system capable of high content velocity.
Commercial viability
Create sustainable revenue pathways through sponsorship, affiliate partnerships, and merchandising.
Growth
Expand reach organically through social, partnerships, and audience development strategy.
Global team
Design a distributed team model that enabled global collaboration and scalable execution.
Product development
Designing a scalable editorial architecture
Kitsch Mix was designed as a structured publishing ecosystem, not a static content site. The platform needed to support high content velocity, intuitive navigation, and long-term scalability while remaining culturally grounded.
VISION
Representation as product strategy
Brand identity and editorial positioning were defined before build began. Clear content pillars centred LGBTQ women with dignity and depth. Tone, typography, and layout prioritised clarity and inclusivity.
The brand was not layered on top of the product. It shaped the product.
STRUCTURE
Modular publishing system
The website was built around a modular editorial framework that enabled rapid content production and intelligent surfacing.
Clear verticals such as culture, identity, lifestyle, and creative work created natural discovery pathways. Publishing workflows supported consistency, contributor management, and scalability.
Scale came from architecture, not volume alone.
Governance
Remote-first content operations
A distributed editorial and creative team operated across time zones. Clear publishing standards, content calendars, and defined ownership ensured consistency without centralisation.
Operational clarity enabled cultural authenticity to scale.
growth engine
Growth was not accidental. It was structured.
Social media operated as an extension of the platform, not a separate channel. Content planning, cadence, and community interaction were designed to drive repeat engagement and expand reach organically.
PLANNING
Representation as product strategy
A structured content calendar aligned website publishing with social distribution. Editorial themes translated into platform-native formats, ensuring consistency while adapting to channel behaviour.
Planning reduced reactive posting and increased strategic visibility.
COMMUNITY
Audience-first engagement
Community voices were central. Social content encouraged dialogue, contribution, and shared storytelling. Engagement was treated as relationship-building, not broadcast.
The platform grew because people felt represented and involved.
SCALE
Organic reach at global level
A distributed editorial and creative team operated across time zones. Clear publishing standards, content calendars, and defined ownership ensured consistency without centralisation.
Operational clarity enabled cultural authenticity to scale.
Results
Sustained growth at global scale
Kitsch Mix evolved from a founder-led idea into a globally recognised digital platform. Structured publishing, disciplined content planning, and community-first growth resulted in measurable reach, engagement, and national recognition.
Reach
100+
Countries Reached
Kitsch Mix built a globally distributed audience across 101 countries, establishing cultural reach well beyond its UK base.
COMMUNITY
110k+
Facebook Followers
Facebook grew into the primary distribution engine, reaching over 114,000+ followers through structured content planning and community-first engagement.
Recognition
Top 10 UK
Entrepreneur Nomination
Facebook grew into the primary distribution engine, reaching over 114,000+ followers through structured content planning and community-first engagement.
ENGAGEMENT
100K+
Weekly Impressions
The platform averaged approximately 100,000 impressions per week, equating to nearly half a million monthly impressions driven largely by organic reach.
SCALE
9K+
Articles Published
An average of five articles per day over five years resulted in more than 9,000 original editorial pieces, supported by a modular publishing system and remote-first team operations.
SCALE
25K+
Instagram Followers
Instagram extended the brand’s visual identity and strengthened audience connection through curated storytelling and contributor-led content.
Based in Manchester. Available worldwide.
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