Identity Design for EWOCC
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
Be unapologetically yourself
Always have fun
Knowledge is power
We are the future
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.
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.
"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
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.
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.
"We are the leaders we've been waiting for."
– Grace Lee Boggs, Political Activist