Woman Life Freedom

Motivating Global Leaders

Alongside a coalition of Iranian women and leaders from over fourteen countries, we co-created a digital and print campaign to urge the United Nations to remove the Islamic Republic of Iran from the Commission on the Status of Women. Over three months, we launched a digital platform hosting an open letter signed by over 114,000 people—including global figures such as Jacinda Ardern, Oprah Winfrey, Malala Yousafzai, and Michelle Obama. The campaign culminated in a full-page spread in the Sunday New York Times and a public art installation on Roosevelt Island, directly facing the UN. On December 14, 2022, the movement succeeded—UN member states voted to remove Iran from the Commission.

Directed by Iranian Women

A coalition of Iranian women served as the creative directors of the campaign, guiding its  tone and strategic focus. The campaign name was born from the powerful rallying cry used during the protests in Iran following the murder of Mahsa Amini. Together, we helped bring their vision to life through a suite of public-facing assets: a campaign identity, animations, printed materials, a digital platform, and a public art installation. The campaign draws strength from global solidarity.

Baraye

In solidarity with the Woman Life Freedom movement, we collaborated with the anonymous Iranian artist Z, to realize their vision by creating Baraye. Baraye is a large-scale mural that was displayed in Four Freedoms Park on Roosevelt Island NY, as part of the Eyes on Iran installations. Baraye is the name of a song by Shervin Hajipour that became a protest anthem during the protests following the death of Mahsa Amini. The mural is composed of the names of those who had been murdered by the Iranian regime.

Client: A coalition of activists
Era: 2023 - 2024
Type: Identity, Physical, Digital, Environmental
  • Principals: Michael Ellsworth, Corey Gutch
  • Creative Direction: A coalition of Iranian women
  • Identity Design: Corey Gutch, Michael Ellsworth
  • Interactive/UX Direction: Corey Gutch
  • Interface Design: Òscar Viñas
  • Web Development: Shaun Kardinal
  • Account and Project Management: Molly Derse
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