Project type: Typography campaign
Client: Google & Hoffmitz Milken Center for Typography
Time: Spring 2020
Team: Line Skaarup & Ulik Kepinski Rode

It’s about time women find their voice and courage to express their sexual needs and desires. And a big and beautifully unique O might just do the trick.

The phrase "The Big O" is sometimes used as a slang for the female orgasm. But that is, not surprisingly, a lesser known fact. Male sexual pleasure is frequently mentioned in pop culture, while the female sexuality has been horribly overlooked.

However, a group of female artists, such as Summer Walker and Janelle Monáe are attempting to break with this sad tendency by speaking up about women's sexual needs through their music. Their honesty gives women everywhere the courage to stand by themselves and their sexuality.

To strengthen the liberation of female sexuality and support the movement this campaign took shape. The cornerstone of the campaign is of course the letter that already carries so much symbolism - the big O.

On Google Experiments the campaign comes to life through a generator. The generator works when women (or men for that matter) sing or moan their O-sound into the computers microphone. The generator then translate the pitch, volume and timbre into a unique and personalized O drawn from the Google Fonts library.

An imprint of the personalized big O can be purchased as a poster or shared on social media. The campaign also comes to life on a vinyl gathering the voices of some of the female artists who have helped spark this movement.