New York / 2024
The Female Quotient@ AWNY
A rose-gold graphic system designed for the Equality Lounge at Advertising Week New York.
The Female Quotient's Equality Lounge returned to Advertising Week New York as a three-day hub for conversation, connection and practical tools for advancing equality.
Within BMF's creative team, the design contribution translated the “Advancing Equality” direction into a physical system of rose gold, ivory and obsidian—carried across the stage, environmental graphics, photo moments, partner touchpoints and personalized guest experiences.
Empower is out. In Power is in.
A system across
the room
The visual system organized a multi-zone lounge through marble textures, rose-metallic fields, ivory drape and clear editorial typography—giving check-in, conversation spaces and photo moments one recognizable voice.
Messages made
to participate in
The campaign language moved beyond signage through a subway-inspired photo moment, confidence styling and a wall of real voices that invited guests to place themselves inside the idea.
Made for
each guest
Hands-on moments turned the visual identity into something personal: live portraits, customized blazers and collectible details that extended the lounge beyond the room.
Partner activations were integrated as designed experiences rather than standalone booths, using the same restrained palette, typography and material language as the larger environment.
Live illustration / customization / takeaways
Hospitality in
the identity
Café and cocktail moments carried the same material and graphic language as the main lounge, allowing partner visibility to feel native to the environment rather than added on.
Designed for conversation. Built for connection.
