Over 88% of daily activities are performed habitually. This campaign explores not only how frequently we use our hands, but also the stories they hold and reveal about us.

The concept is rooted in the word Liminal, meaning “a state of transition,” reflecting how our hands are constantly in flux as we grow and evolve into who we are. For example, a handyman’s hands may be rough and calloused, while a teacher’s may be softer—each shaped by lived experience and daily practice.

The icon and wordmark were both hand-drawn and hand-lettered. The icon uses linear forms to construct the shape of a hand, drawing inspiration from the Whitney Museum’s “W” and its use as a recurring graphic element across its visual identity.

The accompanying zine expands on this idea of generational storytelling through imagery of my mother, grandmother, and cousin, as well as archival negatives recovered from my great-great-grandfather. Poems by afoolwhowriteshopelesspoems further emphasize the ways our hands carry memory and meaning through everyday life.

A video interview featuring my grandmother, mother, and cousin ties the project together, focusing on their hands as they share personal stories highlighting the generational connection and emotional imprint carried through touch and labor.