WOMAN LIFE FREEDOM NYC

BRANDING

CREATIVE DIRECTION

DIGITAL

Woman Life Freedom NYC (WLFNYC) is an independent organization dedicated to amplifying the repressed voices of the Iranian people. Inspired by the female-led movement by the same name, WLFNYC wanted a brand identity that would honor it's roots while also referencing their home base of New York City.

Given the context of this movement, I thought it was only necessary to reference women (or 'zan' in Persian) in the design of the logo. Taking inspiration from the Persian word for woman, 'zan', I arranged the letters to spell out 'zan' but also emulate a flame-like shape (see visual breakdown below). Fire was also an integral part of the movement as it was used for women to burn their headscarves as a way to protest the mandatory Hijab rule that is enforced in Iran and the reason behind the killing of numerous young women at the time. Honoring this chapter in the Woman Life Freedom movement was essential for proper representation of the group as it was the moment that sparked their desire to create this organization.