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ROSHNI VASUDEVAN
Educational concept / Visual systems & digital designSHE TYPES

Elevating
women in type.

A platform for the women
behind the letterforms.

Visual identity · Art direction · Website & app concept · Social applications
01 / Brief02 / Direction03 / Visual system04 / Digital gallery05 / Beyond desktop
01 / The project brief

Make the work visible.
Put its makers first.

How can a digital platform bring greater visibility to women in typography?

For the Digital Design Studio assignment, we could choose our own community to design for. I chose women typographers. In my experience of graphic design, I rarely saw women designers brought to the forefront, so I created SHE TYPES: an online gallery concept that celebrates their work and introduces the people behind it.

The proposed experience has three parts: meet a designer, explore her type and artwork, then discover typographic objects in the shop. The screens bring the proposed journey to life.

Project typeEducational design project · Digital platform concept
DesignerRoshni Vasudevan
Design scopeVisual concept, branding, visual systems, typography & color, website and mobile interface design, and social applications
Core ideaDiscover the designer. Explore the type. Bring the work into everyday life.
02 / Creative direction

Bold. Fresh.
Unmistakably typographic.

A gallery-like presentation gives each designer’s work space to stand out. Saturated backgrounds, expressive letterforms, and confident scale create an inviting frame for discovery.

01 / Visual research — bold, fresh, and minimal.
02 / Visual research — color and the designer at the center.
Explore the audience personas +

I developed the audience personas through a combination of interviews and research. The three profiles describe different motivations for discovering, sharing, and collecting design.

The design principle

Let type be expressive.
Let women take the spotlight.

03 / The visual system

A confident frame.
Room for every voice.

A consistent identity holds together a varied collection of work. The system brings color, typography, interface icons, and button states into one shared language.

Visual system / Brand palette, type hierarchy, iconography, and interaction states.
04 / The digital gallery

Meet her.
Discover her work.

Meet the designer → Explore the type → Browse the shop. The following screens show how the concept connects those three activities.

01 / Discover — a designer-led homepage.
Start with the maker

A name. A face.
A point of view.

The homepage introduces Liron Lavi Turkenich by name and portrait before presenting the collection. The portfolio link makes her practice the starting point for discovery, keeping authorship visible alongside the letterforms.

02 / Explore — scan a gallery of distinctive letterforms.
03 / Look closer — give an individual typeface space to speak.
04 / Browse — a visual collection of typographic work.
Follow the work

From a typeface
to a wider practice.

The hardest design decision was choosing what to show beyond type specimens. I wanted to demonstrate how typography could be used and worn in different ways. The gallery and shop explore that range through artwork, clothing, jewelry and other objects, using letterforms as the basis for distinctive merchandise.

05 / Collect — typography applied to everyday objects.
06 / Select — a focused product detail experience.
Product detail / An additional expression of the retail concept.
05 / Beyond desktop

One visual language.
More ways to discover.

The concept extends into mobile and social formats, carrying the same color, typographic emphasis, and focus on the designers across different screens.

Mobile concept / The gallery, designer profiles, and retail experience in one family of screens.
Discovery on mobile / A compact view of the typeface collection.
Product view / The retail concept carried into mobile.
Social applications / Extending the gallery’s visual voice.
Keep the conversation going

Designed to be
discovered and shared.

Social layouts introduce the project’s typographic energy beyond the gallery. The same palette and designer-led approach connect the profile, posts, and stories to the wider identity.

The design connection / Identity and interface

Keep the maker visible
across the experience.

The gallery introduces the designer before the typeface. Large portraits and expressive color keep the makers visible as visitors move from discovering their work to exploring the retail concept.

Explore more work
The concept delivered

A system that makes
space for her work.

The final presentation brings together a visual identity and interface guidelines, desktop gallery and shop screens, mobile layouts, and social applications. Together, they demonstrate the visual and interface scope of the proposed platform.

Explore more selected work ↗