EWOCC is the Empowering Women of Color Conference, an annual event at UC Berkeley dedicated to talking about WOC issues today. From trans violence to immigration reform, EWOCC has been a hub for women to discuss the personal as political. Using the theme Breaking Boundaries, I sought to bring out the layered identity of being a woman in today's political climate.
Breaking Boundaries is about juxtaposing expectations against new ideas. I wanted to reclaim pink, celebrate being a woman, and also transform the identity beyond social convention. Playing visually with the idea that strong and soft are not mutually exclusive, I contrasted large and small elements, layered with boxy pink tones, to create a visual rhythm that was refreshing, fun, and engaging.
F*ck flowers in everything. (Unless you want to)
Graphic Design 2
Event Graphic Identity
I wanted the EWOCC's logo to explore the collective energy of the conference. I chose Archer as the font, with bold and curly terminals, to represent playful intelligence. As a serif font, it is timeless and humanist, yet modernized by its wide mono-weight strokes. Its asymmetrical serifs give movement and joy to an otherwise visually heavy object.
"Together we can bring solidarity to our community and let people know that resisting is not a crime but a change for our world."
– Marwat Al-Olefi, Youth Writing Contest Winner
"We are the leaders we've been waiting for."
– Grace Lee Boggs, Political Activist