gurl core

gurl core began as my SCAD MFA thesis focused on teaching tween girls media literacy skills to prevent self-esteem issues linked to new technology. Grounded in research and brand strategy, it has evolved into a real business (coming 2026) that blends design, education, and community to make media literacy approachable. Built on my own framework informed by interviews with therapists and educators, and tested through workshops, cultural probes, and in-person sessions, gurl core helps girls question what they see online and feel confident in their true reflection, not an AI-filtered version.

Role: Founder, Designer, Researcher
Type: MFA Thesis Project & Brand Launch
Duration: 2023–Present

Secondary Research

To define the problem, I began with a literature review examining how media, technology, and beauty trends influence self-esteem in tween girls. I analyzed academic journals, existing media literacy curricula, and case studies on the effects of media manipulation. This helped identify key gaps in current education models and informed the strategic foundation for gurl core’s framework.

Primary Research

Building on those findings, I conducted qualitative interviews with therapists, educators, and parents to better understand how tweens internalize online beauty standards.

Cultural Probe Testing

To capture real behaviors and emotions, I designed a five-day cultural probe journal combining creative prompts, media reflection, and bracelet-making.

Girl Scout Troop Lesson

I then scaled the study to a group context by leading an interactive workshop with a local Girl Scout troop. The session combined discussion and a friendship bracelet activity, validating my proposed solution of teaching media literacy in an engaging way.

Key Insights

  1. Tweens are largely unaware of how damaging AI filters can be to their self-esteem.

  2. Many already experience deep-rooted self-esteem issues and anxiety about being perceived, some as early as age nine.

  3. Creative, tactile activities like the friendship-bracelet exercise make media literacy education easier to grasp for tween girls.

Research and Insights

Framework Development

Based on these insights, I created a four-part framework designed to make media literacy tangible and age-appropriate:

  1. Awareness: Identify harmful manipulation online.

  2. Inquiry: Learn to question media through guided prompts.

  3. Reflection: Acknowledge any and all emotions and reflect with a parent, peer, or individually.

  4. Rebellion: Channel those emotions to take the power back, using their voice and creativity to create change and build self-confidence.

This framework became the foundation for the gurl core brand.

“gurl core” is a movement of tween girls who see the truth, know all media is manipulative, and survive social media. It helps them protect their self-esteem, take the power back, and revolt against the negative messages they see.

Brand Name + Logo

The word “gurl” is a more casual, internet-style way of saying “girl” that feels real and familiar. “core” comes from aesthetic microgenres popularized by Gen Z and Gen Alpha, while also speaking to the core of who they are. Together, gurl core encourages girls to question what they see, trust themselves, and feel confident in their own identity.

Color

Purple is the primary color, chosen to create a strong, recognizable identity and reflect the brand’s connection to power, creativity, wisdom, and individuality. It stands out in tween branding and reflects the spirit of thoughtful rebellion at the heart of the movement. 

Design Elements

Rejecting fully digital designs by using scannable, physical materials and hand-drawn elements to counter the manipulation associated with digital media. 

Inspired by found type and elements in a tween’s life, incorporating materials like Perler beads, friendship bracelet beads, magazine clippings, notebook paper, patches, and Fuji-film photos in the gurl core brand color, purple.

Brand Identity

The final gurl core journal is a 30-day experience designed to help tween girls protect their self-esteem. It’s filled with stickers, temporary tattoos, tearable pages, and a bracelet kit. At key moments, girls receive a Fujifilm photo that signals they’ve reached a checkpoint and earned a new charm to add to their gurl core charm bracelet.

The journal is guided by the four-part framework: awareness, inquiry and analysis, reflection, and rebellion. These stages help girls slow down, question what they see online, and learn how to rebel against the harmful media online.

The Journal

TikTok Explorations

To extend gurl core beyond the classroom, I created a TikTok presence (@gurl.core) featuring bite-sized educational content that teaches media literacy in a format girls already engage with. The content uses relatability, trends, and visual storytelling to make complex concepts accessible.

@gurl.core “how does this make me feel?” #medialiteracy #aifilters #tween #anxietycheck #fearofperception 61% of teens say beauty filters cause low self esteem. Yet 1 in 5 teens use a beauty filter on every single post. Filters are so common. We all use them yet no one talks about it? Pledge to be #filterfree #nomoreaifilters ♬ BIRDS OF A FEATHER - Billie Eilish
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