Typography System | Campaign

Project Overview
HomoSapiens is a speculative type system and image campaign created to challenge the binary logic often embedded in typographic traditions. Drawing from queer theory, precolonial writing systems, and sci-fi aesthetics, the project reimagines typographic form as a tool for cultural commentary—asserting shared humanity beyond gender, race, and identity categories.

Problem Space
Typography is often unconsciously coded as “masculine” or “feminine,” reinforcing narrow assumptions in both form and messaging. This project set out to:

• Develop a typeface that resists gendered visual language while remaining legible and compelling.

• Use AI imagery and narrative design to explore themes of intersectionality, identity, and justice.

• Frame typography not just as design, but as a medium for human dignity and political imagination.

Solution Highlights

• Type System Design: Created a modular, hybrid style balancing organic curves and geometric forms to resist traditional gender associations.

• Campaign Integration: Used the typeface as the foundation for a visual campaign—pairing speculative messaging with AI-generated imagery celebrating queer, interracial, and nonbinary intimacy.

• Narrative Direction: Anchored the campaign in the phrase “We are all HomoSapiens”, subverting dehumanizing rhetoric and foregrounding typographic design as a site of liberation.

Research & Creative Process

• Investigated Indigenous alphabets, queer theory, and contemporary font trends to build a system grounded in cultural multiplicity.

• Developed a cohesive visual identity and usage system for application across posters, editorial spreads, merchandise, and screen-based assets.

• Directed AI-assisted visuals featuring diverse couplings and queer kinship as a centerpiece of the campaign.

Outcomes & Impact

• Delivered a genre-bending typographic system that visually embodies androgyny, inclusion, and intersectionality.

• Demonstrated the power of typography and AI as tools for narrative justice and speculative design.

• Positioned HomoSapiens as both a usable typeface and a cultural artifact—merging aesthetics, advocacy, and design futurism.

Tools
Illustrator, Glyphs App, Figma, Photoshop, MidJourney, InDesign