F-word

PrizeHonorable Mention in Installation Art
University/SchoolMaryland Institute College of Art
ArtistMengxi Wei
CategoryStudent

F-word is a female empowerment campaign that invites women to explore the female condom as a tool for personal health and self-determination. With the slogan —??? "F-word is Female", we created two different layers of typography in sharp contrast to discuss women empowerment. The external “identity” of women — stereotyped as fragile, soft and weak is designed in pink color with transparent glossy paper and thin-weight typeface. The internal self-identities, shared in the F-word branding, is strong, powerful, confident, and independent.