Project Brief & Challenges

Feminista is a non-profit online platform offering insightful feminist analysis about all aspects of life. Feminista Journal is accessible to a range of women of different ages, to contribute to and write about a wide range of issues. Editorially curated, women can submit thoughtful articles covering a broad spectrum of topics including parenting, work, mental health among other topics.

As mentioned above, the content in the website will be submitted by different women; thus, submitted articles can either be very long or short, with or without visuals/imageries that will not necessarily match the branding identity. Taking this challenge into account, it is important for Feminista's brand and website to be versatile and visually engaging with or without photos or imageries.

Solution

To tackle the challenges, we decided to create a brand language that is predominantly reliant on typefaces. Inspired by newspapers such as The New York Times, we mixed and matched editorial typefaces and glyphs in various shapes and sizes. This quirky and sophisticated approach was utilised to represent Feminista as a brand that can communicate confidence and intellectual thoughtfulness in a subtle yet unique way. The Heldane typeface was chosen for the logo as it has a high contrast design with sharp features and triangular serifs reflecting Feminista's core values such as clarity and truthfulness. Meanwhile, the use of wide negative spaces on the logo icon reflected Feminista's fluidity and openness to receive feedback and differing views from their audience.