The Salvation Army national headquarters entrusted us with the renaming and redesigning of their youth publication, then called The Young Salvationist, which has been published in one form or another since 1895. Written and designed for young adults from all walks of life, the monthly magazine reflects on “faith, community, and culture.” The Salvation Army knew its youth magazine needed to be redesigned to better attract its audience: members of Gen Z. With realistic worldviews and an entrepreneurial spirit, ‘Gen Zers’ want to change the world, but aren’t sure whether it’s possible. Peer offers these teens and young adults — the first generation of true digital natives — something real to hold onto. Inside, the pages welcome a new generation with their bright palettes and curious art styles.The brand surrounding Peer takes on a similar tone, with a few added notes of dry humor and a separate color palette. The merch reflects today’s teens’ preferred ways to show brand loyalty, including stickers, apparel, and pins. The ads are colorful and noticeable, capturing the heart of the magazine’s mission. Peer’s branding is — in a word — energetic.