ROSHNI VASUDEVAN /
Selected work / 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?

The project brief called for a platform that elevates a community historically underrepresented in the design profession. I chose women typographers, creating SHE TYPES: an online gallery concept that celebrates their work and introduces the people behind it.

The concept connects discovery with a retail experience, extending typographic work into clothing, jewelry, posters, and other everyday objects.

Project typeEducational platform & visual system 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 +

Three project personas explore 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.

A journey from the person to the letterform—and from the gallery to everyday life.

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

A name. A face.
A point of view.

The opening screen gives the featured typographer a prominent introduction. A large portrait, vivid color, and a clear portfolio link establish a personal entry into the collection.

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 gallery brings different styles and applications together in a simple grid. A restrained page structure keeps the artists’ work at the center of the experience.

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.

Work that works / Why the work works

Give the work—and its makers—visibility.

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 that works
The project outcome

A system that makes
space for her work.

SHE TYPES brings a visual identity, digital gallery, retail concept, mobile experience, and social applications into one connected platform concept—built around the visibility of women typographers.

Explore more selected work ↗