The Challenge

Every quarter RPA creates an agency merchandise line to be sold on its website to raise funds for a different charitable organization.
For Women's History Month, our team was tasked with the creation of a collection celebrating female empowerment; 100% of proceeds benefit the Downtown Women's Center.

The Concept + Visual Direction

So many of the common phrases we use every day to indicate strength and power refer to men's attributes. Man-up, Alpha Male, Grow a Pair (of Men parts). And when a woman acts strong, she gets called names.

To celebrate female empowerment, we decided to flip the script on those common phrases, and to incite us women to reclaim our own power as something positive.

For the "Woman Up Collection" we chose a punchy color palette to complement the gutsy, bold designs, and an handdrawn, fun style, to appeal to a young and creative audience.

My Role

I co-developed the concept with the team, then illustrated the designs for application across tote bags, sweatshirts, pillows, and other merchandise sold through RPA X GOODS.

The Impact

Featured in Adweek and Little Black Book, the collection raised funds for women experiencing homelessness and sparked conversations among female leaders at RPA.