2019, Brand Narrative

A brand identity created in response to the social issue of telling women to smile and the alarming sexualization behind such a comment. Crafted with a mission to combat gender-based street harassment and the culture that perpetuates it, the Smile identity blatantly acknowledges that women have agency over their bodies. Spanning across both digital and analogue media, the identity utilizes amusing visual marks and blunt language to develop a bold way for women to answer back to their perpetrators in an environment that constantly denigrates them.