The campaign’s visuals were designed to blend familiarity with disruption—using recognizable elements from the fashion industry but rewriting their meaning. The reinterpretation of wash care symbols turned them into a secret language of resistance, while posters mimicked clothing labels but carried a disturbing new narrative. Typography played a crucial role, as we expanded Google Fonts’ Inconsolata with new glyphs that visually encode the Uyghur struggle. The result was a system that looked like standard fashion communication at first glance but, upon closer inspection, revealed a much darker reality.

Beyond print, the project brought the message into daily life through t-shirts with bold political statements, turning wearers into walking protest signs. Digital elements also played a key role, with an interactive website where users could download the Inconsolata 100% font, donate, and educate themselves about the Uyghur cause. The campaign even leveraged Google Lens, allowing people to scan labels and see the truth hidden behind their clothing choices, making them think twice before buying.