In our thesis work for SVA’s Masters in Branding program we presented a repositioning of the identity, perception, and action surrounding Feminism.
In January I also had the honor of presenting a modified version of this work at Google in San Francisco—with a focus on actionable ways that Google can combat gender discrimination in 2019.
Positioning + Execution + Live Presentation
School of Visual Arts, Masters in Branding Thesis
We tend to think of brands in terms of corporate enterprise, but so much of branding has to do with building awareness, shifting perceptions, and galvanizing action. Our challenge was to use brand thinking to reposition the social issue of Feminism for a post-#metoo era and leverage the resulting strategy to execute a social impact campaign.
Our research uncovered the fact that very few people have a shared understanding or definition when it comes to the term Feminism. And not only that but we found that the conversation surrounding the term is rife with confused and conflicting opinions.
Historical and Cultural Audit
Our historical audit combined a macro level study into the development of gender roles through time and place—from early hunter/gatherer communities to modern-day culture—with a cultural analysis of the first, second and third waves of Feminism.
We conducted in-depth interviews with scholars and thought leaders from within the feminist movement. We also spoke with young people and their parents and teachers—aiming for an understanding that focused on bridging both gender and generational gaps.
People would rather be associated with causes than with labels.
People feel they belong when they can act on and benefit from ideas that they can understand and relate to.
The daily changes you make in the way that you think and act can have a large impact on social movements.
Social, political, and economic freedom from gender discrimination is not a female issue, but rather a human issue.
“We Are Not Finished ...”
A clear call to action that we can rally around.
The ellipsis—a symbol ubiquitous with unfinished business—became the face of our campaign for gender equality.
Flexibility in use across communication mediums, paired with its intrinsic ability to reference “unfinished business” fostered a contagious adoption by individuals wishing to show solidarity. It also allowed for a myriad of potential styles and formats in use—encouraging personal interpretation.
Brands could also show their solidarity by incorporating the three dot format.