That Girl Festival (TGF) was a project we absolutely knew we wanted to be a part of. After circulating the brand questionnaire and analyzing other women-focused and empowerment festivals, we knew we wanted to create a brand that celebrated all women—regardless of their upbringing, financial status, background, or culture. Our target audience is millennial and Gen-Z women from various walks of life and experiences. We aimed for a brand that celebrated not only women but also a particular era of women. We took inspiration from the Y2K era; think mood rings, doodles, handwritten notes, etc., with a special emphasis on moods. TGF is an empowerment brand that celebrates women of all ages, backgrounds, and personalities, showcasing these through a color palette that represents all the different moods and vibes that women experience, even those moods for which we are stereotyped and belittled.

We also focused on using a fun and geometric typeface with playful and organic edges, reminiscent of the hand-lettering used in passing notes to your besties during class. The asterisk symbolizes omission. Women have long been excluded from various facets of society, the arts, and music. The intentional use of the asterisk turns it into a symbol of empowerment—a once-used icon for censoring letters now meant to shine in their brand.

The 90s are back, and the TGF brand is fully embracing it for their movement.