Female Tribes Identity

Female Tribes is a global strategic study created by Rachel Pashley at JWT London to gain greater insight into women's values and measures of success from all around the world. I was asked to develop a logo for the initiative.


The logo is made of a collection of typefaces from different periods in history, different language origins, and some of them are symbols. They are held together in a loose but structured cluster which allows all the varieties to have a similar weighting. The idea was that each mark brings a story, a history. That the story of women around the world is not uniform, but a rich tapestry. 


The following slides show some development of the the logo, its application in posters and a fold-out postcard-poster.


A quick journey through some of the exploratory work.

ft poster