The Feminist Letters
Next time you have something to say about gender equality, use the right font.
Watch the case study:
The Feminist Letters is a typeface created to amplify the message advocating for gender equality.
Each letter and number is specifically designed with purpose, calling attention to issues like equal pay,
reproductive rights, women’s health, women in politics, and campus assault laws.
The topic of feminism is largely up for debate, with many fighting for equal, ethical treatment, and another collection of individuals denying the existence of a sexist and unjust system. Women are faced with often dangerous, unfair policies regarding healthcare and safety laws. The American political system is at the forefront of these issues, with too many lawmakers that refuse to listen. We sought to create a tool of communication, based in statistical evidence, directed to Congress’ representatives.
The Feminist Letters was adopted by partners Women of Sex Tech, Bustle, Bow & Drape, Unbound, Butter & Scotch, YOLA Mezcal, Terrorbird Media, female businesses, entrepreneurs, and influencers. Our launch party in NYC featured partners and collateral on behalf of Planned Parenthood of New York City.
The Feminist Letters was picked up by major editorial, design, and female publications, and was featured on a radio special on Radio Free Brooklyn. Feminist organizations across America adopted our font and threw political letter writing parties using our font. We saw engagement on all social platforms - feminists, brands, and partners utilized our tool to create their own content, making their feminist voices heard.
Agency: Y&R New York
North America CCO: Leslie Sims
ECD: Joao Coutinho
ECD: Christian Carl
GCD: Nathalie Brown
Copywriter and Illustrator: Lindsay Dyer
Art Director: Caitlin Hickey
Senior Designer: Olga Vladova
Head of Production: Greg Lotus
Director Experiential NA: Catherine Patterson
Executive Music Producer: Lauriana Zuluaga
Senior Integrated Producer: Jill Toloza
Global Content Director: Alex Foster
Photographer/Videographer: Rebecca Canavan
Engagement Strategy Director: Cara Drolshagen
Community Manager: Imani Albert
Editor: Eric Bigman