Period.

A bold and emotionally charged identity system designed to challenge stigma, raise awareness around period poverty, and reclaim public space for menstruating people.

Created for the Hamburg-based initiative ONperiod., the project combines campaign design, visual identity, and public communication to address the social realities of menstruation and period poverty. The campaign advocates for accessible hygiene products, safer public spaces, and greater visibility for menstruating people within urban life.

The visual language was intentionally designed to feel loud, playful, unapologetic, and highly visible — confronting shame through openness, humor, and collective empowerment.

The identity balances activist energy with accessibility. Bright reds, soft pinks, lavender tones, and vibrant greens create a visual system that feels expressive and emotionally direct while avoiding the sterile aesthetics often associated with health communication.

A custom typographic direction combines oversized editorial typography with fluid, almost hand-painted compositions that mirror the organic and cyclical nature of menstruation itself. Layered textures, transparent overlays, and distorted photographic fragments introduce tension and emotional depth, referencing both vulnerability and strength.

The resulting identity system was designed to work flexibly across physical and digital environments while remaining immediately recognizable.

The compositions intentionally oscillate between chaos and clarity — combining bold typography, tactile textures, and illustrative storytelling to reflect the emotional, political, and social dimensions of menstruation.

To counteract stigma and create emotional accessibility, the campaign uses playful illustration work developed in close collaboration with illustrator Mirko Röper. The characters and symbols humanize the topic and create moments of humor, softness, and solidarity throughout the system.

The campaign transforms menstruation from a hidden private issue into a visible public conversation. By bringing bold visuals into the cityscape, the project aims to normalize menstruation, reduce shame, and advocate for equitable access to hygiene products and safe sanitary spaces.

More than a campaign, Period. was conceived as an invitation to solidarity, visibility, and collective care within urban society.