Jessica Walsh and her team created a colourful visual identity for the women’s community app, eschewing the singular ‘girl boss’ stereotype often associated with feminist brands.
&Walsh, Jessica Walsh’s recently formed agency, was commissioned to work on the branding, strategy and merch for SuperShe. It’s a fitting project for the designer given that &Walsh is one of the 0.1% of design agencies founded, owned and run solely by women.
“When looking at other women’s communities, we realised that many of them were overly prescribing the way women in that community ‘should be’. Be a girl boss, travel the world and wear your nightly face masks.
The agency developed a custom brush font which aims to be “loud and confident” but also “friendly and fun”, according to Walsh, and is paired with secondary fonts Panamera and Bureau Grot.