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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Alma Kamal Erasing Gender Cataloging
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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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David Hake GR 620 Visual Thinking
Bemio
Archer
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Alma Kamal Erasing Gender Cataloging
Random/Overlayering
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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
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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
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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
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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
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The Genderless Store, 1370 Stockton
We’re People, Not Genders .
IT’S THE INSIDE THAT MAKES US WHO WE ARE
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Un/divided
/ The Genderless Store, 1370 Stockton
We’re People, Not Genders .
Un/divided
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/
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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
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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.
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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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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
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Accessories FAQ Contact
$14.99
Measurements and Details
S
XXL
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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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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)
Process Book
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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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