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Breaking Boundaries

Identity Design for EWOCC

Photo Credit
Henri Pham

Women +

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)

Class

Graphic Design 2
2015

Project

Event Graphic Identity

Theme

Breaking Boundaries

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Brochure Design
EWOCC

Bold

Be unapologetically yourself

Playful

Always have fun

Intelligent

Knowledge is power

Futuristic

We are the future

Logo Design

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.

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Event Identity

Our names share our history. I wanted our participants to feel proud of who they were, and see their name in beautiful type. I designed the Staff and Participant nametags to be dynamically different, so you could tell who each person was from a distance.

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Staff

Nametag
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Participant

Nametag
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"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

Attendee Nametag
EWOCC

Programming

In the program book, I use heavy black lines for rhythm and movement to balance the large pink color blocks. I also use different fonts, weights, and tones to create more texture on each page, as a way to bring play into the square design.

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Newspaper Program

The Newspaper Program was designed to be easily shared out on the street. It is poster sized so that it could be hung publicly for attendees to reference, and thin enough to fold a few times before stuffing in your bag.

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Newpaper Program
EWOCC

"We are the leaders we've been waiting for."

– Grace Lee Boggs, Political Activist