Popgirl World :: an interesting design exercise

We were asked to produce a possible design for Popgirl world, it was a challenging brief but we delivered a design we’re proud of, this one didn’t quite hit the mark for the client.   We don’t often do on-spec work, but this one was a lot of fun to have a go with. The demographic is 6 – 10 years and they want to grow the site to be aspirational for their audience.  Our design was felt to be too girly as they are trying to target a more neutral audience, so I’m really curious what they decide to come up with in the end.