Wear The Damn Shorts

Only 16% of UK women feel confident wearing shorts. Sweaty Betty’s Wear the Damn Shorts campaign set out to change that by celebrating every bump, wrinkle and scar. To move beyond attitude into action, we created a bespoke typeface built from real legs. Close-up photography of unshaven, veined, scarred and ageing skin was transformed into raw graphic textures and embedded into every wordmark. By elevating what’s usually hidden, the typeface gives every leg type visibility — ensuring the campaign runs far deeper than skin deep.

Category

Writing - Tagline (campaign)

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