What Lies Beneath the Field critiques design standards established across typography, rejecting universalist, ‘Helvetica-esque’ style guides, and embracing experimental, feminist-based type design. What Lies Beneath the Field is a case study of five poster designs and an accompanying publication, speculating on what feminist typographic design is, and how it can be applied to a campaign. The campaign centres on grotesque online language, directed towards elite sportswomen. Gender invisibility is similarly prominent across the sporting industry, resulting in sexist attitudes and stereotypes across online spaces.
