In 2018 I collaborated closely with gallery founder Sara Marlowe Hall to design the identity for "L.A. Femme," an all-female group show hosted at Merchant Gallery in Venice, CA. The primary goal was to challenge conventional associations with ‘feminine’ aesthetics. The visual identity adopted a black and white system, incorporating a logotype in capitalised Helvetica Neue Heavy Caps, and stencil case for titles, with Roman type for body text and captions. The project encompassed the creation of a logo, identity, publicity materials, website, and catalogue, ensuring a cohesive and compelling representation of "L.A. Femme" across various mediums.