Feminist Letters Website

CLIENT

ABOUT

The Feminist Letters is a typeface created to amplify the message advocating for gender equality. Each letter and number was designed with purpose, calling attention to issues like equal pay, reproductive rights, women’s health, women in politics, and campus assault laws. The font was created as a tool for strong feminist voices to communicate their existing perspectives through intelligent, feminist design. When represented in complete typographic form, the font displays a truly inclusive image of feminism. So, when a feminist has something to say about gender equality, they can use the right typeface.

CHALLENGE

Build a responsive online destination where people can see and download the custom Feminist Letters typeface built to be the font of a movement.

SOLUTION

We met with the Y&R team to take a deep dive into the campaign’s goals and ethos. The creative was beautiful and clear. Our mission was to create an online resource where people quickly understand what the custom typeface is for and get inspired to use it. We decided to keep it simple. Excite and convert. Build excitement with a marquee video that explains the mission. Next, show the typeface in all its glory with animations to gain attention. Then provide the CTA to download the font. Lastly, provide social links to Instagram and Facebook to drive reach.