Pinayista is a community group created for & by Filipinx artists, entrepreneurs, dreamers, and hustlers.

The community was forged in 2018 through a conference (formerly called “Entrepinays”) that was primarily aimed towards established or blossoming entrepreneurs in the Pinxy community. The mission of the group was radical in its simplicity: building sisterhood in the hustle. Reframing capitalistic motivations through the lens of community, mutual aid, introspection, wellness and even traditional ancestral practices. As an attendee to the inaugural event, I was moved and invigorated.

In 2020, the founder of the conference, Gina Rosales came to me wanting to transform what had once been an annual, weekend-long conference for entrepreneurs into an evergreen community for everyone who identified as Pinxy. And with that, Pinayista was brought to life.

In partnership with anotherwise.co, I put together a new logo, marketing collateral and art direction for the community. Moving away from a brand system that relied on traditionally feminine cues (namely, pinks and florals), we took inspiration from vintage labor badges, speaking to the values of activism and industriousness that has always been at the core of the Pinxy spirit.