Brief:
As part of a D&AD New Blood entry, Monotype’s brief was to create a font that doesn’t just represent culture, but actively shapes it in a meaningful way.
As part of a D&AD New Blood entry, Monotype’s brief was to create a font that doesn’t just represent culture, but actively shapes it in a meaningful way.
Problem:
In India, transgender individuals are often pushed to the margins of society, forced into begging or sex work due to lack of employment opportunities. While the Supreme Court has recognised the third gender, corporate India largely hasn’t. Visibility exists, inclusion doesn’t.
In India, transgender individuals are often pushed to the margins of society, forced into begging or sex work due to lack of employment opportunities. While the Supreme Court has recognised the third gender, corporate India largely hasn’t. Visibility exists, inclusion doesn’t.
Solution:
We created a one-of-its-kind typeface for the 'Hijra' community. Any organisation that chose to buy the font was required to employ at least one transgender person.
The result: meaningful employment, a new identity expressed through typography, and a gender-neutral symbol embraced by organisations willing to act, not just talk.
We created a one-of-its-kind typeface for the 'Hijra' community. Any organisation that chose to buy the font was required to employ at least one transgender person.
The result: meaningful employment, a new identity expressed through typography, and a gender-neutral symbol embraced by organisations willing to act, not just talk.
My role:
The idea was conceived by my art partner, Yash Ambre, and me. Though I’m a copywriter, this brief pushed me deep into the world of typography and design, expanding my understanding of how form, language, and culture intersect while bringing the idea to life.
The idea was conceived by my art partner, Yash Ambre, and me. Though I’m a copywriter, this brief pushed me deep into the world of typography and design, expanding my understanding of how form, language, and culture intersect while bringing the idea to life.
