|project|: .... Poster [front] announcing a series of events called the F-Word
|client|: .... the Feminist Art Workshop/FAWS
|typefaces|: .... Laika, Acropolis
This poster-come-mailer was commissioned by the Los Angeles-based Feminist Art Workshop to announce a series of events, discussing contemporary feminisms and the legacy of the Los Angeles feminist art movement.
I wanted the poster to incorporate female aesthetics as well as feminist art strategies but at the same time deconstruct the cliché of a female aesthetic in a playful and experimental way.
To this end the poster's visual language explores all the clichés of a female aesthetic, from color over form, to type.
The dominant round form in the center of the poster signifies growth, the female uterus, as well as a blank space that can be filled with any meaning by the beholder. The pink shape in the background is a symbol for Woman House, an important institution in the history of the Los Angeles feminist art movement.
Overall the design plays with references to detergent packaging, a vernacular appropriation to symbolically address a female audience. The reverse of the poster is a patchwork of information about the events that refers to feminist art strategies of the seventies that worshipped handcraft and female labour.