Just like in the rest of the world, we also have a bad word for lesbians in Brazil: “sapatão”. Which literally means "big shoe." An expression normally used to undervalue our pride. But we wanna change that by using what push us down, to raise us up.
Approach
We asked women to send us photos of their shoe soles. Using each image, we created an entire alphabet. A typeface to give the lesbian community more visibility and o send a positive message all around the world.
Results
In only two days, we reached more than 50.000 women and got more than 200 photos. Many designers from the lesbian community also shared the typography.
