A group of children and adults participating in a protest on a city street, holding signs with messages advocating for girls' rights and equality.

Lady Parts Justice * Rebrand

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Lady Parts Justice * Rebrand |

Lady Parts Justice (LPJ) is a collective of comedians using humor and social media to help voters understand the positions of politicians, bills, and campaigns. While its content was consistently funny and engaging, its visual identity did not reflect its message, tone, or audience. This rebrand brings those elements into alignment, creating a bold, cohesive identity designed to connect with supporters across social media, merchandise, and advertising.

Open magazine spread with a blue background, black and white text, and yellow arrow graphics. The text reads 'Lazy Parts' and other partial words related to letters and fonts.
Close-up of a black background with large, bold, blue and black text that reads "EASY PARTS JUSTICE".
Close-up of a black background with large, bold, blue and black text that reads "EASY PARTS JUSTICE".
The image shows a blue background with the words "GOTHAM" and "BOOK". There are also two separate alphabets displayed, one with yellow and black letters and one with plain black letters.
Patterned symbols resembling stylized letters in white, yellow, blue, and black on a black background.
A black-and-white photograph of a large crowd protesting on a city street, holding various signs, with the U.S. Capitol building visible in the background. Overlaid in large yellow text are the words "AWAKE USA".
Instagram profile page for Lady Parts Justice, a feminist satirical organization, featuring posts about political and social issues, news, and commentary, with a logo of yellow and blue letters 'LPJ' and various text-based images.
Two Samsung smartphones displaying Instagram posts on a yellow background. The left screen shows a black and white profile picture of a man with the text '#PAULRYANSNEXTMOVE: NEW CAST MEMBER ON THE ROSEANNE REBOOT', and the right screen shows a podcast title 'FEMINIST SLEEPER CELL PODCAST' with additional text about abortion.
Two Samsung smartphones displaying Instagram posts on a yellow background. The left screen shows a black and white profile picture of a man with the text '#PAULRYANSNEXTMOVE: NEW CAST MEMBER ON THE ROSEANNE REBOOT', and the right screen shows a podcast title 'FEMINIST SLEEPER CELL PODCAST' with additional text about abortion.
A large digital screen inside an airport displays a black and white protest march with people holding signs. Overlaid on the image in big yellow letters are the words "A WAKE UP CALL."
A digital public transportation timetable display showing various schedule icons in yellow, white, blue, and black colors at a bus stop or station.
A digital public transportation timetable display showing various schedule icons in yellow, white, blue, and black colors at a bus stop or station.

The proposed advertising campaign takes that voice beyond the screen and into public spaces. Placements in high-traffic locations—including airports, bus stops, and shopping centers—are designed to attract new followers and spark conversation among existing supporters. Rather than blending into the background, the campaign makes LPJ’s message visible, direct, and difficult to ignore.

A tote bag with a floral and dotted design labeled 'Lady Parts Justice', showcasing a four-step process to create a custom tote with a printed template, doodled design, scanned and uploaded, and voiced final product, with a person holding the bag.
Street view showing a busy storefront with large glass windows and people walking by, some carrying shopping bags.
An open magazine with a black-and-white photograph of a woman wearing a hijab on the left page. The right page features abstract yellow lines and some highlighted text in yellow and black.

To bring the identity together, I designed a brand book that embodies the same energy as the campaign. Large typography, bold graphics, and carefully selected quotes establish a consistent tone while demonstrating how the visual system can carry LPJ’s message across every touchpoint.

Gray sweatshirt with black text reading 'Lady Parts Justice' and a blue fist logo, against a blue background.
Black t-shirt with yellow outline design and white text reading "LADY PARTS" on the side.
Image displays three stylized, colorful text logos reading 'PJ' in different styles and colors. The first in blue with outline, the second in yellow with diagonal stripes, and the third in black solid fill.

I developed a visual system that reflects LPJ’s outspoken personality and commitment to bringing people together around a common goal. Using Gotham as a foundation, I created custom letterforms for headlines to give the organization a distinctive typographic voice. Yellow highlights identify the modified letters, showcasing the details that make the typography uniquely LPJ.

Text on a black background with yellow, white, and blue lines crossing through some words. The text reads: 'AN ALARM' crossed out, 'A CALL TO ACTION', 'A VOICE' crossed out, 'A WARNING', 'Caution light' crossed out, 'MESSAGE' crossed out, and 'A RALLY CRY' in blue.
Repeated text in yellow and white on a blue background expressing a feminist message about girls wanting fundamental human rights and opposing the normalization of certain behaviors, with phrases like 'VIVA THE VULVA' and 'NONE OF THIS IS NORMAL.'
A yellow coffee mug with black text displaying a quote about believing in the flat Earth, including social media handle and symbols.
A yellow coffee mug with black text displaying a quote about believing in the flat Earth, including social media handle and symbols.
A protest crowd in Washington D.C. holding signs, with the Capitol building in the background. Overlaid text reads 'Lady Parts Justice.' A circular logo with yellow and blue colors is centered at the bottom, and the vertical text on the right side reads 'ladypartsjustice/merch'.