The requeriment
“Las Fuertes” is a community-driven grassroots initiative dedicated to empowering girls, adolescents, and women by promoting menstrual health education. Originating as a voluntary effort, I now serve as the Creative Director and associate steering the project creatively. The aim is to make menstrual health education a fundamental right in rural and hard-to-reach areas, challenging taboos surrounding menstruation.
The branding project for “Las Fuertes” presented a unique challenge – to move away from stereotypical pink-ish associations with femininity and create a visual identity that transcends age and embraces the foundation’s name. We sought to represent the fun and informative nature of menstruation education while avoiding literal interpretations of anatomical elements.
Anatomía
Collaborating with Karol, the founder, our goal was to choose colors that reflected the foundation’s name and conveyed the enjoyable aspect of learning about menstruation without taboos. The decision was made to avoid literal representations of anatomical elements. The font took center stage, with rotations and bold vectors reflecting our vision. Elements like the moon and its cycles were integrated to symbolize the natural cyclical aspect of menstruation.
The process
Worked together with the team on this process on selecting the right palette that transcend gender stereotypes, while the font, rotations, and bold vectors became distinctive elements reflecting our conceptual vision.
The realization that the stereotypical binary representation of pink did not accurately represent the girls on Isla Fuerte prompted a reconsideration of color choices. The design aimed to communicate the foundation’s commitment to menstrual health education in an engaging and inclusive manner.
Two logo options were presented – one with a brush-style font and another incorporating playful elements to emphasize the enjoyable and taboo-free nature of learning about menstruation.
The Delivery
The rebranded “Las Fuertes” was significant, transforming the visual identity to align with the foundation’s mission. The departure from traditional symbolism contributed to a more inclusive and engaging representation, fostering positive conversations around menstrual health. The brand identity now stands as a powerful testament to breaking taboos and promoting education in an enjoyable and relatable manner.
