F-Stands for Feminism: The F-Word Story



I love what I do but of course there are special jobs and clients that make me super enthusiastic. Working with STORY always incites that feeling. Founded by Rachel Shechtman (one of the smartest, most dynamic and generous people I know), STORY is a retail concept that takes the point of view of a magazine, changes like a gallery and sells things like a store. Every four to eight weeks, STORY completely reinvents itself -from the design to the merchandise – with the goal of bringing to light a new theme, trend or issue. What better issue to highlight this Women’s History Month, than Feminism, The F-Word Story. The space is full of amazing entrepreneurs, organizations and foundations to explore. I was thrilled to lend my hand to the signage and creation of portraits to showcase the amazing talent featured.

Of course I obliged when they asked me to talk about what the F-Word means to me.

So nice to see a Cool Hunting feature on the story.