F-word initiates a female empowerment campaign that invites women to explore the female condom as a tool for personal health and self-determination. F-word, colloquially used as a euphemism for the word “fuck” because of the latter's taboo status, in the F-word campaign expresses that women are strong and powerful with the slogan — “F-word is Female”. This campaign also promotes the women’s autonomy, individuality and confidence through strong words starting with ”F” and enlightens people about women power.
The Grad Show at MICA Decker Gallery is the beginning of the F-word campaign. The show has two parts, one of which is the visual identity redesign of female condoms and another part is the women empowerment campaign, discussing the origin of people’s power.
Those two layers of typography are external “identity” of women — stereotyping women as fragile, soft and weak like pink color, transparency or thin fonts and internal self-identity as strong, powerful, confident and independent women, like the big powerful words starting with “F”.