Connecting a community of entrepreneurs
Where can entrepreneurs, primarily ones who self-identify as women and feminists go to read, research and contribute?
Enter LiisBeth. A new independent webzine examining entrepreneurship through a progressive, feminist lens.
The publication wanted to be an alternative resource in the space of women’s entrepreneurship. Myriad Pro Bold italic was chosen as the masthead typeface to preserve the strength of the name and the character of the publication. Myriad Pro and Adobe Calson Pro were paired together as the brands two distinguishing type faces. The typefaces reflected the essence of the zine’s content. Together they represented the the intersection of alternative (Myriad Pro) and academic (Adobe Calson Pro). Both typefaces were co-designed/designed by typographer Carol Twombly.
LiisBeth’s symbol is an adaptation of the international typographic symbol used to denote an unknown currency. It represents feminine capital and the four systems of inequality the publication focuses on: political, economic, gender, and social. LiisBeth uses a flexible identity system, allowing the symbol to act as a supporting visual cue along side the masthead. The ¤ symbol is LiisBeth’s distinguishing sign, can appear small to accompany content or be used alone as a main graphic. The symbol becomes the anchor and help ties together the larger brand ecosystem.
For launch LiisBeth wanted a home screen that had a cut paste zine like quality. Using somewhat unconventional type placement for web we used the typefaces as our primary visual anchors, leading the reader down the page similarly as a printed broad sheet experience.
Working with illustrator JJ Steeves we created a series of digital, pen & ink and water-coloured illustrations reflecting the LiisBeth persona that could be used on a wide array of marketing materials including t-shirts, ebooks, posters and web pages.