Young Feminist Party

As YFP’s visual designer, I led our full rebrand: from Generation Ratify, a group built around one goal, ratifying the ERA, into Young Feminist Party, a national youth movement covering reproductive rights, pay equity, and gender justice more broadly. That wasn’t a coat of paint, it reflected an actual shift in what we stood for. With over 10,000 members and 30-plus chapters across the country by that point, the brand needed to hold a national network together while still leaving room for individual chapters to make it their own.

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Impact

Since the rebrand, our Instagram has passed 12,000 followers and site traffic is up over 300%. We’ve also built partnerships with groups like Gen-Z for Change, FEMINIST, Columbia Law School, Women’s March, and the National Organization for Women. Together, our network now reaches more than 7 million young people across the country. YFP’s own accounts pull over 2 million views a month. The modular system means local chapters can put together their own materials and still look unmistakably like YFP, and we’ve launched more than 15 new chapters in the past year alone.

Brand Concept & Visual Identity

I built the brand around one image: an umbrella. The ERA is sometimes called an umbrella amendment because it protects such a wide range of issues, workplace equality, education access, reproductive justice, and the icon is a literal version of that idea. The logo itself is built to be modular: the O has a cutout that individual chapters and campaigns can customize, so a local chapter’s materials still read as YFP without looking identical to every other chapter’s.

Color Palette, Typography & Sub-Brands

The palette runs on Radiant Purple, ERA Green, and Vibrant Blue, with gradients that keep things feeling active rather than static. Headers are bold and declarative; body text stays plain and legible, since a lot of this brand lives on a phone screen. For bigger initiatives, like our voter education and reproductive rights campaigns, I built sub-brands with their own colors and taglines that still trace back to the core system, so a major campaign can stand on its own without splitting off from YFP entirely.

Website Redesign

The website needed the same overhaul. I rebuilt it around the new identity and cut down how many clicks it took to find a chapter, an event, or a campaign, since the old site buried all three.

Social Media

I also run YFP’s social accounts day to day, which means the brand gets tested constantly instead of just living in a style guide. Most of what I make is graphics and short videos for Instagram and Twitter: member spotlights, breakdowns of what a new bill actually does, calls to action for upcoming events.