Mock women’s march rebrand
A Senior Capstone Project
Political ORG. branding
Deliverables
Logo, fully prototyped website, nine instagram tiles, six print ads (3 posters, 2 billboards, 1 bus bay)
OBJECTIVES
To independently research, design, and produce a logo, website, and ad campaign for the Women’s March.
To create a website prototype that is user-friendly as well as functional.
To evaluate myself with critique on any design decisions while also applying critique from my peers and faculty.
To implement design elements into creating an identifiable brand identity that is recognizable, speaks to the brand, and looks modern.
To maintain the integrity of the Women’s March in order to convey their key messages.
ORGANIZATION PROFILE
Women's March is a women-led movement providing intersectional education on a diverse range of issues and creating entry points for new grassroots activists & organizers to engage in their local communities through trainings, outreach programs and events. (Per https://www.womensmarch.com/team)
One of the main issues they focus on is abortion and abortion rights. This makes it imperative that they have a user-friendly website that covers all of the what, where, and whens of pro-choice activism. In order to draw attention to this issue, an impactful advertisement campaign is needed. To execute this deliverable, I used popular taglines I’ve seen on posters when I’ve gone to protests and marches. While they already have an existing website, I decided that I wanted to do a refresh of it in order to add a captivating UX deliverable. People often get the information for events through social media, so I also designed nine Instagram tiles.
TARGET AUDIENCE
Primary: Young Adults (specifically Gen Z and Millenials) most affected by the future or politics and abortion rights.
Secondary: People who are interested in engaging in activism, but have no idea where to get started.
Tertiary: People ages 40 to 90, people who can help change the futures of their children and grandchildren.
When identifying target audiences, it is important to know that political affiliation, identity, and issues of different people change as the years go on. Certain people may vote one way in one election and then the opposite way in another.
RESEARCH
During the course of this project, a large amount of research was needed. In my research, I examined information about the Women’s March organization as a whole, activism in design and design for change, ad campaigns, and information on UX/UI design practices. I created the moodboard (as seen below) to set the tone for my ad campaign. I needed something impactful and exciting. I drew inspiration from activist designers like Barbara Kruger, the Guerrilla Girls, and Deva Pardue.
Throughout this project, typography was important. I spent a lot of time researching different fonts and type-stacking styles. I decided on Poppins for all elements and utilized different weights and point sizes to create variety as well as contrast. I found Poppins to be especially great because it is a bold font with sturdy shapes that maintain professionalism while still asserting the messages that need to be conveyed. A great deal of color psychology and theory research also went into the project research.
