Jenna Van Hout - Freelance Designer
Jenna Van Hout is an independent designer & artist in the Bay Area
ladylounge copy.jpg

LadyLounge

 

LadyLounge

LadyLounge is an SF-based volunteer collective of 100+ women and female-identifying persons who meet once a month for a variety of enriching potluck experiences led by members. Topics range from art and craft, to health and wellness, to business and growth—but the common thread is a supportive, inclusive community of women helping and teaching other women. The organizer reached out to me to design the identity and a system of graphics for the events.

But what is the voice of a modern feminist support group? I started out exploring more traditionally feminine aesthetics, but quickly tired of what I realized was expected clichés: scripty fonts, pastels, gentle florals. From there I turned to a colorful, unapologetically bold approach. The wordmark is a combination of strength and directness in the all caps, sometimes-slab serif structure, but a few rounded edges soften the intensity.

For the system, overhead photography works beautifully to compliment the topics and drives a variety of unexpected and nuanced color combinations and textures.

 

The logo

Yonic fruit celebrates celebrates the ideas of empowerment and fertility.

Yonic fruit celebrates celebrates the ideas of empowerment and fertility.

 

Event graphics

Herbal remedies.jpg
healthful cooking.jpg
money management.png
flower arranging.png