The brief
Tech has a perception problem — and for young women deciding what to study, that perception keeps them out. HackHer Xperience started as a thesis question: what would a tech festival look like if it was designed for girls aged 16 and up who've never seen themselves reflected in STEM spaces? Not just diverse in messaging, but genuinely different in aesthetic — bold, rebelliously feminine, nothing like the blue-and-grey world of typical tech events.
The research:
The project began with research into gender representation in tech and STEM — a sector historically and currently dominated by men. The goal wasn't to fix a broken system, but to close an awareness gap: many young women simply don't know what opportunities exist in tech, or don't see it as a space for them. To ground the work in real perspectives, I conducted two primary interviews: one with the leader of the Women in Tech club at Niagara College, and one with Aliena Cai, a women in tech advocate and content creator, who responded to a series of questions by email. Their insights directly informed the festival's concept, tone, and visual direction.
The project began with research into gender representation in tech and STEM — a sector historically and currently dominated by men. The goal wasn't to fix a broken system, but to close an awareness gap: many young women simply don't know what opportunities exist in tech, or don't see it as a space for them. To ground the work in real perspectives, I conducted two primary interviews: one with the leader of the Women in Tech club at Niagara College, and one with Aliena Cai, a women in tech advocate and content creator, who responded to a series of questions by email. Their insights directly informed the festival's concept, tone, and visual direction.
What I designed:
Working entirely independently, I developed the festival name, brand identity, and complete visual system from scratch. The deliverables included the full brand identity and logo, a poster series using bold typography and glitch effects, merchandise (tote bags, pins, stickers, t-shirts), social media assets, and a zine celebrating women who made history in tech — past and present. For the grad show presentation I produced a printed thesis, the zine, stickers, and pins as physical artifacts.
The thinking behind the aesthetic:
The visual language was a deliberate design decision, not a style choice. Tech events default to clean, corporate, and safe. HackHer needed to feel like something a 16-year-old girl would actually want to go to — which meant borrowing from punk, zine culture, and DIY aesthetics while keeping it welcoming and inclusive, not intimidating.
The outcome:
Presented at Niagara College's grad show as a complete, physical brand experience. The project demonstrates end-to-end brand thinking — from research and naming through to print production and editorial design — all developed independently.
