Madison Woodruff is a concept-driven designer with concentrations in Graphic Design and Advertising. She has a passion for design-based advocacy, logos that make you go “damn I wish I made that” and good sans-serif typefaces. Post-grad, she hopes to stick it to the ad-man in New York City and help make the world of advertising more accessible for female creatives.

Transitioning from one gender to another is uncharted territory for most of us. We are content to conform to the gender we were assigned at birth and operate under the norms attributed to it. For transgender people however, navigating gendered norms is a little more complicated. To help alleviate the stress that can come with exploring and expressing gender identity, I designed a subscription skincare service tailored to a transgender audience. As a part of this project, I created a brand identity with a distinctive logo, a meaningful color palette, and gender-neutral copywriting. I also designed packaging, a series of ads, and a brand guide/view book to capture the core nature of the brand and how it should be implemented. By addressing trans people’s concerns for both their skin and their identity, we can gain a deeper understanding of how someone may transition into a more authentic self and how the skincare industry and the design industry can make it easier.

Capstone Advisor: Karen Kresge