Un/divided, Brand Process book

PROCESS BOOK

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NOT GENDERS

Whatever your style is, you’re welcome here.

DON’T FEAR BEING THE FIRST TO TAKE A STEP TOWARDS

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Process Book

Alma Kamal Erasing Gender Cataloging

David Hake GR 620 Visual Thinking

Erasing Gender-Cataloging

Thinking 5 Short-listed Topics for Investigation 7

con

Final Topic 9 Creative Brief 11

Personas 13

Name Options 19 Moodboards 21

Logo Options 27 Poster Series 29 Deliverables 31 Mockups 41

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Process Book

Alma Kamal Erasing Gender Cataloging

ntents

David Hake GR 620 Visual Thinking

Process Book Alma Kamal Erasing Gender Cataloging David Hake GR 620 Visual Thinking

AFTER A LOT OF BRAINSTORMING, I SHORTLISTED 5 TOPICS THAT MIGHT HAVE A POSITIVE EFFECT ON SOCIETY.

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Thinking I WENT THROUGH SOME LIST MAKING ABOUT THINGS I LIKED, THINGS I HATED, THINGS THAT WERE SHALLOW OR HAD A SOCIAL IMPACT…

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Short-listed Topics for Investigation

1 Erasing human cataloguing/categorizing Fact: our world is designed in a gender-based mentality.

Problem: many people don’t fit in the categories that were designed for them

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Outcome: I would like to shake the belief of blue is for boys and pink is for girls because, especially now, it’s all about who those people are on the inside, which is: people.

Problem: that in itself is a serious problem because they become mindless consumer and waste their money on things that don’t matter.

Oversized population Fact: our planet is overfilled with humans.

Problem: many people believe its their duty to breed or they take having kids for granted, they don’t really think about it (i.e, if they really want kids or if they can afford… etc) Outcome: I would like to see less people having children, especially by mistake and for the wrong reasons.

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Having new experiences Fact: new experiences are vital for us to grow.

Print Production Process Fact: production design is a very important part of graphic design.

Problem: most designers don’t know much about how things work beyond their screens.

Outcome: this knowledge is vital for graphic designer and should be available to them before they get jobs.

Problem: many people are extremely comfortable in their routines and comfort zones Outcome: I would love to prompt people to step out of their comfort zones and always make the time for new experiences, which give them fresher perspectives on life.

David Hake GR 620 Visual Thinking

Outcome: I would like to create a solution where people learn that it’s ok not to own a certain gadget or closests filled with clothes/shoes or change their phones every few months.

Alma Kamal Erasing Gender Cataloging

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Rejecting materialism Fact: people are way too interested in material nowadays.

http://csi.sagepub.com/content/48/3/27.short

There are many websites that discuss this issue. One of these blogs is a research done by a student about Disney character and the role they play in defining genders and their ‘normal’ roles in society; this article would be a very interesting extension to my subject.

Movie Bend it Like Bekham Hard Candy Brave (Disney) These movies ‘break’ the norm of gender role we’re used to, which gives insight on what potential this change has if our society was to let it take place. I also added Disney movies which have the opposite effect of gender freedom.

Book Morris Micklewhite and the Tangerine Dress Oliver Button Is a Sissy These two are children’s books which discuss child characters that don’t fit our expectation of their gender.

They discuss their struggle and confusion and the disconnect between them and other kids because those other kids are also confused and don’t understand why those characters are different from what they were taught.

Expert I have a fried whose a professor in Gender Studies.

Identify someone I’ve had many issues with my family my entire life because I never acted or dresses like a ‘lady.’ I also never wanted what other girls in my society wanted, a husband and kids. I saw the confusion this caused my family all my life.

Wildcard This issue is becoming more and more identified in some societies nowadays especially with the transgender issues trending in the media. So, this willl give me the amount of information I need to build on.

Resources

Blog

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Final Topic:

Alma Kamal Erasing Gender Cataloging

David Hake GR 620 Visual Thinking

ERASING GENDER-CATALOGUING

13 Process Book Alma Kamal Erasing Gender Cataloging David Hake GR 620 Visual Thinking

Keywords strong androgynous personal original focused liberating cool unifying neutral confident happy comfortable expressive inclusive fashionable

Creative Brief

Whatever your gender, step inside.

Background Society has a strong pre-conceived idea of how people should be based on their gender.

Define yourself.

Audience People from 18-35 years old who don’t dress according to the societal ‘norm’ of their genders.

No separation here.

Outcome I would like to start the process of erasing gender cataloging.

Single Minded Proposition (SMP) All genders, undivided.

Deliverables My project will take the shape of a store.

Poster series Website Catalogue Store identity (business cards, stationery, tags, tote bag) Gift box for people who buy from the store or online

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Personas

1 Andrea (Andie), 23 year old college student

Alma Kamal Erasing Gender Cataloging David Hake GR 620 Visual Thinking

Andrea loves reading because books transport her to realms she’s not able to reach in reality When she shops for clothes, she always considers the men’s section as a possibility because she’s usually more attracted to their cut and colors and she feels more comfortable wearing them than the stereotypical womens’ clothing.

She loves sitting in a coffee shop in the morning, sipping on a hot drink while people-watching through the window because this simple routine brightens up the rest of her day and reminds her how precious moments in life are.

Andrea likes to move slowly in life because feeling rushed always gives her anxiety and prompts her to mess up whatever it is she’s rushing to.

She loves nature and going to parks, but never sits on the grass because she cares too much about her clothes. So, the bench is the safest bet!

She loves going to Urban Outfitters because they have cool mens’ clothing, especially their button-down shirts.

Andie is happiest spending money on clothes/books because she cares about her image and only has an adventurous side when matching clothes.

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Even though he’s a family man, he still enjoys shopping for clothes and keeping up with fashion trends.

David,

He rarely feels confidence in letting his wife cook their dinner because, really, he’s the better cook in that house!

38 year old freelance graphic designer

2 David has no problem whatever saying he’s a stay-athome dad because, honestly, he prefers the kitchen and the company of his 2-year-old Tim than wearing those hazardous ties.

Most of his shirts are bright and pastel colors because he believes life is too short to surround yourself with darkness and gloom.

David doesn’t like his friend James because he finds him very stuck-up and a walking cliche for James is always flaunting his big banker career in David’s face.

David Hake GR 620 Visual Thinking

He loves ice cream and buying big sporty watches with many functions because, even though they’re expensive and he will never need most of those functions, he loves the way they look and feel on his skin.

Alma Kamal Erasing Gender Cataloging

Even though he’s a ‘man’, he’s gossipy and chatty and loves the company of their neighboring housewives.

3 Unsuk, 29 year old stylist

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Unsuk works as a stylist in Bloomingdales and always takes advantage of the employee discounts.

Another thing that Unsuk can’t live without is blazers (especially the long ones with short sleeves) and black and white movies because she appreciates more the beauty of the celebrities back then like James Dean.

She’s a fan of Taylor Swift records, especially the new ones because they scream ‘hipster’ which is what she is.

Unsuk loves shopping whether clothes or accessories and is into fashion channels.

Unsuk has 25 different kinds of hats in her closet because she loves wearing them and loves how they give her character, it’s one of her quirky guilty pleasures.

David Hake GR 620 Visual Thinking

She loves posh cafes and believing she has more taste in things than others.

Alma Kamal Erasing Gender Cataloging

Unsuk makes sure she wears at least one manly object before leaving the house because she hates stereotypes and wants people to view her as Unsuk, rather than a ‘girl’; this description is too vague for her taste.

I did a lot of research of pronouns that are used for androgynous people and came up with a list of possible names for my store.

I wanted a word that was easy to pronounce and memorable.

In the end, the name Un/divided won out.

Spectrum because many people believe that gender is on a wide spectrum that includes much more than just male/female.

1 Androgynous name like: Drew, Quinn, Dakota

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Dakota actually means friends and allies, which works with my concept

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Genderless

Name Options

Un/divided

2 Spectrum Them New Nation Utopians

A term used within an aboriginal tribe for members that have both female and male characteristics.

A play on XX and XY. It’s also arranged randomly to show variety.

Could also work as a slogan: The Genderless Store.

This name is a play on the fact that girls like barbies and boys like guns. It’s also catchy because it sounds strange.

Stands for Individual and is an English alternative to Mr. and Ms.

Neither female/male, and both.

The New Comers 4 The Third Space / 3rd Space / District 3 5 XXYX Gender X 6 Gender-free 7 Barbie Guns 8 Inds 9 Neither. Both.

David Hake GR 620 Visual Thinking

Third space comes from the idea that there’s a space in-between being a male and a female, like a grey area.

3 Two-Spirits

Alma Kamal Erasing Gender Cataloging

Growing Tribe

Frutiger

Univers

Avenir

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Moodboards

Alma Kamal Erasing Gender Cataloging

Structured/Clean

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1

David Hake GR 620 Visual Thinking

Bemio

Archer

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Alma Kamal Erasing Gender Cataloging

Random/Overlayering

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2

David Hake GR 620 Visual Thinking

Neue Haas Grotesk

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Alma Kamal Erasing Gender Cataloging

Bold/Experimental

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David Hake GR 620 Visual Thinking

Final Logo the quick brown fox jumps over the lazy dog 0123456789 Neue Haas Grotesk Light PANTONE BLUE 072 U

the quick brown fox jumps over the lazy dog 0123456789 Neue Haas Grotesk Medium

PANTONE Orange 021 U

the quick brown fox jumps over the lazy dog 0123456789 Neue Haas Grotesk Bold

I started tweaking the circles, adding or removing small elements from them. I wanted to design a very simple logo that anyone can understand right away and it would stick in their minds.

Process Book

This is why I started from something that was already established, the male/female icons.

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Logo Options

After doing some research, I realized there is no icon for androgynous/transgender people and I wanted to create something that could be that global icon one day.

Alma Kamal Erasing Gender Cataloging

Un/divided

In the logo to the left, the circle on the right is an abstract of the female symbol, the one on the left is of the male and the circle in the middle has no indication.

undivided

Un/divided

Un/Divided

I’ve used the circle in which gender is usually indicated, but put an x outside it to show that not all genders fit on the circle. This is kind of like saying think outside the box/circle.

David Hake GR 620 Visual Thinking

Un/divided

This logo has a simple outline of a back of head. The person depicted is androgynous because it’s hard to tell from the illustration what gender it is.

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DIF

w pe e’re o

pl e,

we’re people, not genders.

ge

nd

er

s

no t

text goes here about the whole idea

more information about the store

THE GENDERLESS STORE

more information about the store and the philosophy goes here

These were some of my initial poster designs. I was trying to come up with messages that are short and grab the attention .

I kept trying to ask myself ‘what is the single most important thing I’m trying to say with this entire project?’ The answer was easy; we’re people, not gender! This became my tag line, which I carry forward in my entire system.

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David Hake GR 620 Visual Thinking

This was my strongest poster in which I continued on with.

F ERE LOGO

Alma Kamal Erasing Gender Cataloging

!

PEOPLE ,

GENDERS

store.

ARE

NOT

extra information here as well

GENDER/LESS FREE

Process Book

Poster Series

WE

store slogan here, more about the store and us

the

Whatever your style is, you’re welcome here.

Our store offers a variety of clothes and sizes for people. www.un/divided.com

Un/divided

www.un/divided.com

WE’RE

PEOPLE

NOT GENDERS

/

PEOPLE

Our store offers a variety of clothes and sizes for people.

STORE

1370 Stockton

/

WE’RE PEOPLE, NOT GENDERS.

THE GENDER/LESS STORE

THE

PEOPLE

ANDROGYNY

Whatever your style is, you’re welcome here.

1370 Stockton

Alma Kamal Erasing Gender Cataloging

David Hake GR 620 Visual Thinking

www.un/divided.com

PEOPLE

Our store offers a variety of clothes and sizes for people.

Un/divided

Whatever your style is, you’re welcome here.

WE’RE

PEOPLE / Our store offers a variety of clothes and sizes for people.

www.un/divided.com

THE

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NOT GENDERS

/

/

WE’RE PEOPLE, NOT GENDERS.

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STORE

Un/divided /

GENDERLESS

Whatever your style is, you’re welcome here.

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Deliverables

PEOPLE

Posters

Un/divided

/

The Genderless Store, 1370 Stockton

We’re People, Not Genders .

IT’S THE INSIDE THAT MAKES US WHO WE ARE

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1

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Process Book

Un/divided

/ The Genderless Store, 1370 Stockton

We’re People, Not Genders .

Un/divided

/

/

/

The Genderless Store, 1370 Stockton

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We’re People, Not Genders .

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Alma Kamal Erasing Gender Cataloging

David Hake GR 620 Visual Thinking

Un/divided

/ The Genderless Store, 1370 Stockton

Suede High-Heeled Boots, $27.99

/

/

The Genderless Store, 1370 Stockton

Black Tie, $5.99

We’re People, Not Genders .

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We’re People, Not Genders .

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Un/divided

Un/divided

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/

The Genderless Store, 1370 Stockton

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The Genderless Store, 1370 Stockton

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We’re People, Not Genders .

Suit Jacket, $39.99

Classic Button-down Shirt, $14.99

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We’re People, Not Genders .

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WE’RE PEOPLE, NOT GENDERS.

Un/divided

YOU’RE COMFORTABLE.

/

/

PEOPLE

We’re People, Not Genders .

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The Genderless Store, 1370 Stockton

Beige Pants, $25

Jeans Button-down, $18.99

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THE

Un/divided

/

WAY

We’re People, Not Genders .

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JUST BE

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The Genderless Store, 1370 Stockton

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Whatever your style is, you’re welcome here.

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WHO YOU WANT TO BE

Un/divided

Leather Jacket, $35

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/

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Catalogue

DRESS THE WAY YOU LIKE!

Un/divided Un/divided

WE’RE

PEOPLE

About Shop

About

Contact

FAQ

Shop

Un/divided is a store that provides all kinds of clothes and accessories for everybdoy, regardless of their gender.

Accessories

FAQ

This isn’t just a store though, we are trying to change the way people are perceived. Our main goal is to get rid of the boxes and free ourselves and each other from stereotypes.

Accessories

Contact

So, help us erase gender cataloguing!

WE’RE PEOPLE, NOT GENDERS.

About

© All Rights Reser ved.

Un/divided.

About

Shop

Reviews

Perfect for all kinds of ensembles. I love this jacket.

Adam L. This is a fantastic and highly versatile piece. Works for the office or the marching band., just everything. Love it.

Ana Y. Wanted to buy this for ever! I finally got it and no regrets.

This blazer is the best. I thought it was going be stiff like Blazers usually are but it’s a little stretchy which is great.

Salma E. The fabric is soft but the buttons are not very sturdy. It feels great but is a tad bit large on me. Overall I loved this jacket and it’s great for work!

Contact

FAQ

Accessories

M

Sandra K.

Shop

Classic Button-down Shirt

+

Accessories FAQ Contact

$14.99

Measurements and Details

S

XXL

1

Content and Care + Size Chart +

XS

XL

Quantity

L

Add to cart

Share your review +

Classic Button-down Shirt, $14.99

Maxi Coat, $49.99

Checkered Shirt, $9.99

Summer Grey Coat, $39.95

Suit Jacket, $39.99

PJ-Inspired Suit, $24.99

Black Sweatpants, $19.25

Leather Jacket, $35

Charcoal Leather Jacket, $27.99

WE’RE PEOPLE, NOT GENDERS.

Jeans Button-down, $18.99

We are located on 1370 Stockton street, San Francisco, 94133 CA email us at help@undivided.com call us on 415-453-9985

© All Rights Reser ved.

Un/divided.

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Process Book

Contact

FAQ

Accessories

Shop

About

Website

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WE’RE PEOPLE, NOT GENDERS.

Alma Kamal Erasing Gender Cataloging

The Gender/less Store © All Rights Reser ved.

Un/divided.

David Hake GR 620 Visual Thinking

Homepage (right)

THE GENDER/LESS STORE 1370 Stockton

1370 Stockton

THE GENDER/LESS STORE

Alma Kamal Erasing Gender Cataloging

David Hake GR 620 Visual Thinking

1370 Stockton

Process Book

THE GENDER/LESS STORE

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1370 Stockton

Postcards

THE GENDER/LESS STORE

The Genderless Store, 1370 Stockton We’re People, Not Genders .

Dear Valued Customer, As the Christmas season approches, there’s always so much activity and personal business to attend to that it’s easy to forget to thank our valued customers, like you, for their orders. The holiday season offers us a special opportunity to extend our personal thanks to our friends, and our very best wishes for the future.

And so we wish you a very Merry Christmas and a Happy New Year! We consider you a good friend and extend our wishes for good health and good cheer to your family, Happy Holidays!

Regards,

Alma K .

Store Manager 415-453-9985 alma@undivided.com

Un/divided

PEOPLE

Un/divided

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Letterheaed (below)

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Stationery

Alma Kamal Erasing Gender Cataloging

David Hake GR 620 Visual Thinking

THE

/

STORE

GENDERLESS

Un/divided 1370 Stockton street, San Francisco, 94133 CA 415-453-9985

help @ undivided.com www.un/divided.com

Business card (front and back).

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Mockups

Alma Kamal Erasing Gender Cataloging

David Hake GR 620 Visual Thinking

Notepad you can buy at the store

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Process Book

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Alma Kamal Erasing Gender Cataloging

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David Hake GR 620 Visual Thinking

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Gift package

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Process Book

Alma Kamal Erasing Gender Cataloging

David Hake GR 620 Visual Thinking

Desig n by A lma K amal

T his book was desig ned for GR620: Visual T hink ing at t he Academy of A r t Universit y (A AU ).

Project Instr uctor: Dav id Hake Ty pog raphy: T he t y pefaces used t hroughout t his publication are Neue Haas Grotesk and Platin Std. Š2015. A ll R ights Reser ved.

Pr inted in San Francisco.

No par t of t his book may be reproduced in any manner wit hout w r itten per mission f rom t he desig ner.

DRESS THE WAY YOU LIKE.

WE’RE

PEOPLE

alma kamal erasing gender cataloging

Un/divided

David Hake GR 620 Visual Thinking