Oh Baby: the Graphic Imperative by Jen Beck

OH BABY

t h e G R A P H I C IMPERATIVE Advocating to federally mandate paid maternity leave in the United States.

t h e G R A P H I C I M P E R AT I V E Jennifer Beck the University of Kansas Patrick Dooley VISC 402 | Fall 2014

TA B L E O F C O N T E N T S

RESEARCH

5 – 42

project overview

6–7

the graphic imperative

9 – 16

the national partnership of women & families

18 – 25

advocating for paid maternity leave

27 – 29

project notes

31 – 40

DESIGN

43 – 71

a visual study in maternity

45 – 49

type + image process

51 – 58

type as image process

59 – 69

FINAL ADVOCACY POSTER

71 – 77

concept statement

type + image

74 – 75

type as image

76 – 77

REFLECTION

79 – 86

research

81 – 82

design

83 – 85

RESEARCH

+ 5

“An advocacy poster is the manifestation of a charged social or political idea designed to inform and illuminate, stimulate and inspire, agitate and attack. When finely honed it communicates without ambiguity. When smartly conceived it imparts meaning through complexity and simplification. When on target — when message and image, form and function are one — it shoots a charge into the brain that pierces the conscious and subconscious triggering action, now or later.” —Steven Heller, author and co-chair School of Visual Arts, NYC

P R OJ ECT OV E RV I EW “The poster is the prime field for experimenting with visual language. It is the scene of changing ideas and aesthetics, of cultural, social and political events.” —Pierre Bernard, French Designer | Grapus

THE GRAPHIC IMPERATIVE This project was an opportunity to take a stance – both as a designer and as an advocate for change. After choosing a social problem and organization to advocate, we created a pair of advocacy posters inspired by ‘The Graphic Imperative: International Posters for Peace, Social Justice, and the Environment, 1965-2005’ (www.thegraphicimperative.org). The pair of advocacy posters will be approached with clear design restrictions: one poster will use type and image the other must use type as image.

Each poster is encouraged to consistently include: problem > solution > action an advocacy group sponsoring organization the social issue/message of the poster a targeted audience or demographic and propose an action for the social issue/message

Social change, in its most impactful form, is an international movement… and as designers, we have an opportunity to be a part of it. Through extensive research, design exploration, and a powerful incentive, the posters created in this project helped inspire a vision that is fully mine and a personal voice to speak for those that cannot.

T H E G R A P H I C I M P E R AT I V E ESSAY ANALYSIS Advocacy can take on many forms, but in The Graphic Imperative, Steven Heller and Carol A. Wells suggest that activism will speak louder through the voice of print, and more specifically, through the visual language of a poster. We exist in a digital age—one that threatens the future of the printed word, but also selfishly forgets that there are many in this world that cannot afford nor have access to a computer. Both Heller and Wells express the need for advocacy posters to remain a major and crucial tool for advocates; not just for the problems that face the world today, but for future generations to understand and hear that we all share one language that translates to change.

“An advocacy poster is the manifestation of a charged social or political idea designed to inform and illuminate, stimulate and inspire, agitate and attack.” —Steven Heller

Heller Summary In the essay, “Ode to Ink Saturated Paper,” Heller asks us if a poster can influence, change, encourage, or reverse social problems. There are pessimists that believe war, justice, and the environment are unsolvable issues, which have become problems that are too large to overcome. According to Heller, Advocacy posters are a weapon that may not stop the horrors of the world, but have “cautionary and curative powers.” Posters have an incredible ability to be complex and simple at the same time through the combination of intelligent word choice and powerful, expressive, or raw imagery. A well designed poster, can be visible from 10 feet away, maintain a balance between aesthetics and expression, be clever but not trivial, and still resonate with generations to come.

Wells Analysis Wells gives a more historical story of the advocacy poster in, “Why the Poster in the Internet Age?” and asks throughout the essay if we still need the poster as a medium in an ever-growing digital world. Advocacy posters have been in circulation since the Protestant Reformation, and Wells reminds us that in some instances, the posters and propaganda that has surrounded iconic events of our past, such as the Vietnam War, often are as memorable as the events themselves. These posters have forced their way into history books and has helped document our hopes and dreams for humanity throughout the years, but Wells hypothetically questions if it’s possible to still maintain this level of activism over the internet. While the internet is a great way to make an idea go viral, because images can be downloaded and forwarded, the lack of the physicality (the literal lack of being able to carry the file, pin it to a wall, or place it in the middle of a protest) makes it defer to the poster. She concludes by stated that we still need print and it should be the activists’ tool of choice. Its physicality allows for it to remain for generations to come and help articulate our vision for the future.

Essay Response I thought that both Heller and Wells made great points advocating the continued use of advocacy paper. Heller’s approach in his essay, which seemed to discuss the success of an poster, resonated with me more rather than Wells’s history lesson on how advocacy posters have helped shape and bring a voice to history. As a lover of the printed word, I hope that designers continue to fight the endless battle against the internet and continue to make it a viable, iconic, powerful, expressive, emotional, and raw weapon in advocacy. If we make posters that raise questions, then we can make posters that provide the answers too.

POSTER ANALYSIS CHENG FANG Victory China, 1998

Issue: War and Violence

They say a picture says 1000 words, and in the case of this poster, it’s true. While the title of the poster is “Victory,” I can’t shake that the hand symbol can also mean peace. Visually, the image has been powerfully manipulated to depict the price we pay for war. Violence may bring forth a victory, but very few battles end without both sides losing. The only critique I would have for Fang’s poster is that while the imagery is powerful and raw, some additional information could help provide some addition imposition to the story to help understand the cause.

HALEY JOHNSON Read USA, 1987

Issue: Literacy

As long as TVs exist, so will this poster. I loved its simplicity and how the forms of a book and a television came together to voice one hope for literacy to become a priority in households again. While the TV depicted in this poster is dated, the idea behind the issue, that children are not developing reading skills because they are spending their free time watching TV instead, can still be relatable today. Statistics would be a nice addition to this poster to see how much literacy has dropped since the invention of the TV.

HOLGER MATTHIES Anstacheln Germany, 2003

Issue: AIDS

This was one of my favorite posters in the exhibition. While Matthiesâ&#x20AC;&#x2122;s poster advocates Safe Sex for AIDS Prevention, initially I thought the poster could also be for advocating Safe Sex to prevent unwanted pregnancy. Regardless, the image of a broken condom creates a dramatic and close to home visual for any viewer that has ever been had an intimate relationship with a partner. Using a cactus as the phallic object creates an additional level of uncomfortable information. Seeing how invasive and aggressive the cactus is with the latex barrier combined with knowing the side effects of STDs and AIDS is a painful and scary visual â&#x20AC;&#x201C; one strong enough to leave a lasting impression.

LOURDES ZOLEZZI Against Violence to Women Mexico, 2000

Issue: Violence

Some of the simplest forms can be the most profound. Any image that can play and manipulate form by adding an additional object into the composition to add complexity is a success in my eyes. I thought that combining the female form with scissors was a clever and subtle way to depict the harsh violence happening to women that is happening behind closed doors. A well designed poster should have layers of information and as Heller stated in his essay, a beautiful advocacy paper is most effective if it can be both simple and complex. Sometimes a raw and expressive visual is what we need to understand the severity of a problem.

GRAN FURY Women Don’t Get AIDS USA, 1991

Issue: AIDS, Women’s Rights

The headline holds the weapon in this advocacy poster. Having a predominantly typographic poster may appear to be plain compared to some of the other heavy imaged-based posters, but one can never underestimate the power of a strong header. AIDS was originally thought to be restricted to the gay-male communities, which created a massive belief that women couldn’t get AIDS. The false definition of the virus needed to be addressed and by largely calling out the current definition (Women can’t get AIDS) and adding a powerful clarifier to the end successfully raises the awareness that AIDS is an epidemic that needs to be addressed for all genders and races.

ALEXANDER FALDIN Anti-Smoking Russia, 1987

Issue: Violence

“We believe that actions speak louder than words, and for more than four decades we have fought for every major policy advance that has helped women and families. Today, we promote fairness in the workplace, reproductive health and rights, access to quality affordable health care, and policies that help women and men meet the dual demands of work and family.” – The National Partnership for Women and Families Mission Statement

T H E N AT I O N A L PA R T N E R S H I P F O R W O M E N A N D FA M I L I E S ISSUE: PAID MATERNITY LEAVE Under current federal protection from the Family and Medical Leave Act of 1993 (FMLA), only 54% of the United States workforce qualifies for a maximum of 12 weeks of unpaid, job-protected leave due to pregnancy. Of the 65+ million ineligible workers, 47 million don’t qualify for work accommodations because they work at establishments that are too small for coverage by FMLA. The remaining 18 million ineligible workers are denied accommodations due to a lack of job tenure or the required clocked hours to be eligible. However, Ineligibility is not the only issue with fairness in the workplace. For the workers that qualify for accommodations, many of them cannot afford to take off three months of unpaid leave without going into severe debt or turning to public assistance. FMLA falls short in accommodation workers that have additional medical issues prior or post pregnancy and often face discrimination, forced early-leave, or even termination. The United States is the only industrialized nation to not provide mandated paid maternity leave for newborn mothers, with New Guinea, Lesotho, Swaziland and Papua join the U.S. in being the only countries in the world that do not provide paid maternity leave.

OVERVIEW of Advocacy Group The National Partnership for Women and Families is a non-profit and nonpartisan organization based in Washington, D.C. and is best known for their support, perseverance, protection and expansion of FMLA, the initial and only federal law to offer jobprotected leave for expecting parents. National Partnership was founded in 1971, but was referred to as the Women’s Legal Defense Fund (WLDF) until 1998. NATIONAL PARTNERSHIP SUPPORTS FOUR MAIN AREAS OF ADVOCACY:

1) Health Care – boost access, raising quality, and increasing afford-ability of health care. 2) Reproductive Rights – ensuring that women have access to all reproductive health services.

3) Workplace Fairness – expanding and restoring civil rights protections that promote equal opportunity and justice in the workplace and society. 4) Family Accommodating Workplace Policies – increasing workers’ awareness for job-protected paid sick days, paid family and medical leave, flex-time, and more.

DIRECTION of Advocacy 1

PROBLEM: FMLA still lacks accommodations for expecting families in the workforce. More than 40% of Americans do not qualify for current policies for pregnant employees and an even greater number cannot afford to take unpaid leave from work. SOLUTION: Demand that job-protected paid leave become a Federal Standard for pregnant employees. ACTION: Sign petition to support the Family and Medical Insurance Leave Act (FAMILY Act).

PROBLEM: Pregnant employees are forced into early maternity leave by their employers because the Americans with Disabilities Act Amendment Act (ADAAA) does not define pregnancy as a disability and FMLA does not mandate accommodations be made for employees without disabilities. SOLUTION: Increase State Standards for job-protected, unpaid leave through Reasonable Pregnancy Accommodation Acts. Many women can work late into their pregnancy if additional reasonable accommodations are made, such as: allowing employee to sit and not stand during the workday, increasing frequency of bathroom breaks/rest periods, excusing employees from heavy lifting (greater than 20 pounds) tasks, etc. Three states (Hawaii, New York, and Washington D.C.) currently have improved policies on maternity leave. ACTION: Write a letter to Congress and your state representatives.

PROBLEM: Employers will often deny accommodations, such as reassigning pregnant employees to a different position that requires less lifting tasks. If the disabled employee cannot fulfill assigned tasks due to this denied request, they could be forced into early FMLA leave. Under this law, maternity leave only protects employees for 12 weeks of unpaid absence from work. Any additional time used could call for dismissal, punishment, or even termination. SOLUTION: Increase education and awareness for workforce discrimination. Women need to know their rights as employees and not fear asking for accommodations when they are necessary. Many OB GYNs are able to write a doctors note that can be the difference between having a healthy and less stressful pregnancy and unemployment. Healthcare is a resource, and the Gynecologist assigned to a families expecting child is there to ensure that everything goes smoothly and you are provided with the appropriate leave from work. ACTION: Know your Rights. Call the Advocacy and Counseling Hotline, which has helped in thousands of Discrimination Administration Charges. Call 1-800-839-4372 or visit us at: www. equalrights.org.

PROBLEM: Only 12% of US workers have access to paid family leave through their employees. Most of this percentage is provided for the upper class or for the employees in the few states that have passed policies that ensure paid leave for maternity leave. SOLUTION: Grow State Standards for paid maternity leave statistics. The United States only has three states that currently provide paid accommodations for expecting families. While this is an exciting and important advancement, the number of states with passed state standards advocating for womenâ&#x20AC;&#x2122;s rights in the workforce needs to increase in participation. In order to do so, campaigns and media need to continue to get the word out. ACTION: Donate through website 21

PROBLEM: Employer stereotypes are starting to suggest that women are not committed workers because of their likelihood that they will need to go on maternity at some point during their working career. Business will often terminate a female employee soon after returning to work after maternity leave, especially if they had complications during their pregnancy. SOLUTION: Businesses actually save money by having less turn-over and more long-term employees. The more educated employers become on the benefits of keeping working mothers in their workforce, an increase in economy, job security, and work moral will find its place in the office. ACTION: Educate Employers through information posters provided by supporting advocacy groups and the government.

TARGET DEMOGRAPHIC: Working Women, age 25-35 Maternity Leave in the United States is not an unfamiliar issue. As a nation, we are aware that our current system does not provide adequate accommodations for expecting mothers, especially when compared to the policies the rest of the world provides. Today, women take up 50% of the workforce and nearly 75% of all working women with become mothers during the course of their working lives. Most couples rely on having two incomes to support themselves and their families, which makes paid maternity leave both a highly desired and necessary change. Younger adult women (ages 25-35) approaching the start of their first professional job out of college, the beginning of a new family, or the first serious considerations motherhood are the essence of making this advocacy campaign work. This issue speaks directly to their rights, their generational needs, and their voices as young women.

PORTRAIT OF A YOUNG CAREER WOMAN

“I’m excited for the things to come, but I can’t shake the fact that I don’t now what will happen with my job once I decide to have kids. “

Elizabeth Cardinal Originally from St. Louis, Elizabeth crew up as a die-hard Cardinals fan with both her parents, Mary and Dan Cordes, and her sister, Kacey. She had a comfortable and fulfilling childhood, growing up in an upper-middle class and supportive family that valued education, eating dinner together each night, and leading a well-rounded life. In high school, she played volleyball and softball and was considered to be a natural leader by her peers. Elizabeth used her athletic ability to help pay for a Volleyball scholarship to Kansas State University in Manhattan, KS, where she received her BFA in Architecture with honors. Elizabeth, now 30-years-old living in Kansas City, is in her career and life prime. She’s been happily married for two years, got promoted at her job, and recently closed the deal on the purchase of a new home with extra bedrooms.

VISUAL AUDIT: Phase 1 Like most women’s organizations, National Partnership uses pink as a main color in their campaign palette. Because I don’t want to lose association with all the progress society has made with women’s health, I envision that pink will still be included in the project’s feminine palette, but rather as a supporting color, not a primary. VISUAL AUDIT

References

National Partnership for Women and Families website www.nationalpartnership.org Working Mother website www.workingmother.com United States Department of Labor www.dol.gov Equal Rights Advocacy Group website www.equalrights.com Momâ&#x20AC;&#x2122;s Rising website www.momsrising.com Huffington Post article http://www.huffingtonpost.com/2013/02/04/maternityleave-paid-parental-leave-_n_2617284.html

Articles

Business News Daily http://www.businessnewsdaily.com/5970-firingpregnant-workers.html USA Today http://www.today.com/health/two-weeks-after-babymore-new-moms-cut-maternity-leave-4B11229443 Equal Rights Advocacy Group http://www.equalrights.org/wp-content/ uploads/2013/02/ERA-Doctor-Fact-Sheet-re-PregnancyAccommodation.pdf Working Mothers http://www.workingmother.com/best-companies/ everyone-us-state-maternity-leave National Partnership for Women and Families http://www.nationalpartnership.org/research-library/ work-family/understanding-worker-leave-policies.pdf http://www.nationalpartnership.org/research-library/ work-family/paid-leave/state-paid-family-leave-laws.pdf Link to Petition https://secure2.convio.net/npwf/site/ Advocacy?cmd=display&page=UserAction&id=961

A D V O C AT I N G F O R PA I D M A T E R N I T Y L E AV E Concept Statement These posters address the problem that under current federal protection from the Family and Medical Leave Act of 1993 (FMLA), only 54% of the United States workforce qualifies for a maximum of 12 weeks of unpaid, job-protected maternity leave. Nearly 75% of all working women will become mothers during the course of their working lives, yet many will take little to no formal time off because they either cannot afford to or fear losing their job. The Family and Medical Insurance Leave Act (FAMILY Act) would federally mandate paid maternity leave.

To Suggest List: 30 Descriptors Clean Organic Warm Modern Minimal Touching Feminine Asymmetrical Crisp Layered

Handmade Crafted Natural Dynamic Concise Clear Raw Fertile Soft Fresh

New Eager Movement Lively Potent Delicate Familiar Radiant Curvy Intentional

Defined List: 5 Design Intents Modern: characteristic of present and recent time; contemporary; not antiquated or obsolete Clean: characteristized by a fresh,

wholesome feeling

Familiar: commonly or generally known or seen Inviting: pertaining to or characterized by energy or effective action; vigorously active or forceful; energetic. Sweet: pleasing or agreeable; delightful

VISUAL AUDIT: Phase 2 Using the top five â&#x20AC;&#x153;to suggestâ&#x20AC;? words, a collection of images and typography was made to help visualize the mood of the advocacy posters. Color palette was neutrals with a soft pink to start, in order to reference babies as well as women.

PROJECT NOTES DAY BY DAY I took vigorous and detailed notes throughout the entire project of research, critiques, inspiration, general advice from the professor, and sketches.

Class One: August 26th

Project was introduced to the class. The Graphic Imperative: Advocacy Posters on Peace, Social Justice, and the Environment (including health). www.thegraphicimperative.org Collection consists of 121 posters from around the world. WE WILL BE CREATING TWO ADVOCACY POSTERS

1. Type and Image 2. Type as Image People to Note > Steven Heller and Pierre Bernard Examples shown of past students. Things to Note > ƌɄ ƌɄ -* ' ( ƌɄ *'0/$*) ƌɄ /$*) Powerful/Broad Message. Draw Attention. Actually Advocate. HOMEWORK

Essay responding to The Graphic Imperative of about 500 words. 1. Synopsis 2. Compare/Contrast (Point of Views between Heller and Bernard) 3. Analyze 6 posters in exhibition, approximately 100 words each. a. show image (2 inches) b. name, title, advocacy issue c. discuss use of type/image and how it delivers issue d. use of language e. discuss success, critique, improve? 31

Outside of Class One ADVOCATE

but for what? BRAINSTORMING ADVOCACY TOPICS Top choices starred

* Food Stamps – Poverty

Student Loans Obesity – Health Lack of Jobs – Millennials Women in the Workforce * Maternity Leave – Length of time/pay compared to the rest of the world * Sexual Abuse – Consent Privacy on the Internet

NOTES ON ESSAY ODE TO INK SATURATED PAPER

Can a poster influence, change, encourage, or even reverse social change? Pessimists think war, justice, and the environment is an unreachable feat.

Advocacy posters are a weapon SMART and SIMPLE Complex but simple. Triggers action. Visible from 10ft away and resonates for 10 years. Vietnam War: Lorraine Schneider “War Is Not Healthy For Children And Other Living Things” was a rallying point for activists, raised speculation. Posters became battle flags. In the image war against war: poster allows for more/less commentary than the flag.

“It need not be beautiful to be effective.” Handsome = less startling. RAW EMOTION EXPRESSIVE Creates an emotional response. Anger and frustration.

There are no rules to giving a poster power. BALANCE aesthetics | expression sublime | dagger to the heart clever but not trivial clear and rousing Is Print Dead? Not with Internet Accessibility. Are Advocacy Posters Still Viable? Itâ&#x20AC;&#x2122;s easy to miss an on screen message.

POSTERS RAISE QUESTIONS and answer them too. Their scale, ability to multiply, public spaces â&#x20AC;&#x201C; make it a powerful /**'É&#x201E;!*-É&#x201E; # )" Ć&#x2020;É&#x201E; É&#x201E;Ć&#x152;É&#x201E;

É&#x201E;Ć&#x152;É&#x201E; NOTES ON ESSAY WHY THE POSTER IN THE INTERNET AGE?

Protestant Reformation was start of political graphics: still # ++ )$)"É&#x201E;/* 4Ć&#x2020;É&#x201E; É&#x201E;Ć&#x152;É&#x201E; É&#x201E;Ć&#x152;É&#x201E; Document dreams, hopes, conflict. Internet vs. Poster. Why the Poster Now? Is the internet replacing the protest poster? Poor communities â&#x20AC;&#x201C; less access to computers. Literal â&#x20AC;&#x201C; cannot be carried, pinned, placed. No copyright â&#x20AC;&#x201C; Access /*É&#x201E;(*- É&#x201E;Ć&#x152;É&#x201E; *2)'* É&#x201E;Ć&#x152;É&#x201E; 2 É&#x201E;Ć&#x152;É&#x201E; )' -" É&#x201E;+-$)/Ć&#x2020; Posters are more common internationally. Poor communities, the Digital Divide, protests, media control (FOX news). Empower and Inspire. The Poster is the activists tool of choice. still NEED print

Articulate vision for the future Class Two: August 28th

Class discussion of Heller and Wells essays revealed these main points: WELLS: PROS TO POSTERS

access to all income levels even in its outreach demands attention/element of surprise necessary tools for rallies/protests - best medium

HELLER: POINTS ON POSTERS

call to action works in scale – makes a long lasting statement simple/raw can be powerful demands allegiance, like a war flag, symbolic rally point creates focus

“A poster is a machine for seeing.” has authority in physicality – “concrete” historical documents unexpected in way found – power in placement HOMEWORK

1,000 word essay: Choose an issue, an audience, and cite at least three references. Include: 1) Overview – mission statement 2) 5 Problems, Solutions, and Actions 3) Demographic – Target Audience 4) Create a Portrait 5) Visual Audit – current tally of involvement

Class Three: September 2nd

Reviewed organization and audience through the visual audit. Discussed 5 proposed issues. Narrow down issues to proceed. The full class presented their advocacy, audience, and issue (problem < solution < action) NOTES FROM CRITIQUE

Be more concise in problem < solution < action. Wording. Finalize direction: Focus on action, then problem. Smaller range of demographic was suggested. Decide on Action: FAMILY Act vs Know Your Rights (or combine) Sparked Interest: Know Your Rights Angle Women fear to ask for work accommodations because they worry about job security. Being informed can help open the door for communication with employer without being forced into early leave, which is additional unpaid time off.

HOMEWORK

1. Clear definition of problem: 100 words 2. “To Suggest List: of 30+ words and 5 defined words. Examples) clean, active, warm, etc. 3. Create actual poster texts ƌɄ '$) ƇɄ./ / ( )/Ʉ*!Ʉ+-* ' (Ʉ.*'0/$*)ƇɄ direct an action you want audience to take ƌɄ $ - - #4 ƌɄ *).$ -Ʉ.'*" ).ƇɄ#0(*-Ʉ ) Ʉ,0*/ . ƌɄ +Ʉ *).$./ )/Ʉ1*$ Ʉ/#-*0"#*0/ 4. Update 17x22 Illustration/Type Mood Board

Consider tone. Positive vs. Negative. Call to Action. STREAM OF CONSCIOUSNESS HEADLINE BRAINSTORM

You have to pee? Leave. Access Denied Planned Povertyhood No Sitting 75% of Women Aren’t Dedicated Workers Your Boss Things You’re a Bad Employee ZERO DAYS 84 Paid-less Days Zero Dollars a Day Pregnancy is Not a Disability 20lbs or Less is a Small Request Small Requests Too Scared to Ask When the Stick Turns Blue, So Will You You Should Be Celebrating From New Life to New Strife It’s Your Right to Pee/Sit/Rest/Bond Layoff the Ladies Babies Are Free, Right? You Can’t Help It Almost Everywhere 1 is the Brokest Number Expecting a Baby and a Lay-off Congrats! It’s a Girl! Boy! Lay-off

Maternity Leave is Not a Luxury. It’s a Right It’s Not a Vacation. It’s a Right. Wearing All the Hats. 3rd World Maternity Leave Any Business that Respects Women Should Do Better RESPECT Will Your Job Be There When You Get Back? The Age of Maternal Hypocrisy Don’t Get Pregnant, If You Want To Keep Your Job

Class Four: September 4th Focus was on Fashioning the Language. The reader takes the action, so the reader should be the object of appeal. Headlines that were liked: Planned Povertyhood – but worried that it won’t typographically translate without specially treatment (since its a made-up word) 75% of Women Aren’t Dedicated Workers (or Mothers) Congrats! It’s a Girl! Boy! Lay-Off ZERO. The Number of Days Women are Paid During Maternity Leave in America. HOMEWORK

1) REVISE 2) Choose three ideas to continue. Tighten text first. 3) 5 Posters per idea 4) HIERARCHY 5) Consider positive or negative approaches 6) 10 image posters 25 minimum posters printed 8.5x11

Class Five: September 9th KEEP IN MIND >

Scale

Weight Cut Color

Texture Cropping Tension/Alignment Spac ial E f fe c t

Feedback from critique: Baby Shower Announcement is strongest direction Circular Type Study has potential, but needs to be cleaned up. Right now it is too abstract and not reading 100%. HOMEWORK

Take 2-3 best Image Solutions and make 10 revisions.

Class Six: September 11th

Critique for 10 image posters, taking 2/3 concepts forward. Isn’t a PINK SLIP given when fired? Could use this. MORE CONTRAST. Pinks and Blues too similar in value. Will Cards seem too large when in full scale? Not sure. Try incorporating the dissonance btwn office and baby. Set the scene of a baby shower: wrapping paper, gifts Buggy with “Box of Things” More illustrative exposition Make hand holding baby rattle chubbier Original Invitation layout was preferred by a few classmates. Concerned it doesn’t read as a “Baby Shower” card. Feels too formal, like a wedding invitation. SYMBOLS – can use as type element THINK ABOUT • REMEMBER • FOCUS QUALITIES OF TYPE AS IMAGE EYE CATCHING RECOGNIZABLE POSSIBLY JARRING WITH TYPE SOFT, WARM, CLEAN, CUTE, MINIMAL VECTOR BASED, INCORPORATE TEXTURES

Class Seven: September 16th

Introduced Project 2. No feedback on posters.

Class Eight: September 18th

Critiqued 4 Type and Image (one direction) and 8 Type as Image (use success from Type and Image to help narrow down ideas).

Was completely lost on how to approach Type as Image poster. All directions brought to class were almost a step backwards in process, but a discussion about getting back to my design process roots and sketching out ideas kept me moving forward.

TAKE BREAKS get off the computer use your hands.

HOMEWORK

1) Take each poster in three directions for 6 nearly final versions. Ʉ ƌɄ -$)/Ʉ!*0-Ʉųų3ųŹƔ Ʉ ƌɄ -$)/ɄɄ/2*Ʉ /ɄųŹ3ŴŴƔ 2) Prepare concept statement to pin up next to posters.

Class Nine: September 23rd

Focused on Project Two this day.

Class Ten: September 25th

Critique of near-final versions went forward with mobile concept for Type as Image. Baby Shower direction was at final editing stages. Feedback: D E T A I L S Wording – Employee OR a parent Lighten blue color – losing contrast. Too similar in value to brown. Check font size full scale. Probably could be larger. Much larger. REMEMBER, CLASS

problem < solution < action consistent voice range of type scale (adequate size and hierarchy) overall, is it a clear message?

also, color test on plotter

Class Eleven: September 30th

Last critique before posters are due.

Suggestions for Image: Decrease tracking on subtitle (leading should be larger than tracking, otherwise it feels strange) Still increase action type size. Add pattern to gift, might help with balancing contrast of color between blue and brown. Suggestions for Type: Preferred – color outline of mobile type, variation in line color of mobile strings Add punctuation to end of “You’re Fired” phrase. Have consistent margin size. Rearrange solution and action at bottom. Balance is off. LAST REMINDER, CLASS

problem < solution < action keeping voice in secondary type bring out key words or phrases in secondary type

Class Twelve: October 2nd FINAL POSTERS DUE 22X34” MOUNTED FLUSH TO FOAM CORE ADD SOME FORM OF COVER.

DESIGN

+ + 43

A V I S U A L S T U D Y I N M AT E R N I T Y

Sketches and Doodles

Becoming an expert on all things baby. ILLUSTRATION STUDIES

Refining Illustrations

T Y P E A N D I M A G E E X P L O R AT I O N S

lay-off the ladies

LAY–OFF the LADIES

Nearly 75% of all women will become mothers during the course of their working lives, and under current federal law, over 65 million women do not qualify for unpaid maternity leave.

Nearly 75% of all women will become mothers during the course of their working lives, and under current federal law, over 65 million women do not qualify for unpaid maternity leave. America is the only industrialized country in the world that doesn’t federally mandate paid maternity leave.

PREGNANT?

YOU’RE FIRED

pregnant?

Pregnancy accounts for 40 percent of all gender-related firing cases. In most cases, women are compared to themselves prior to preganancy to gauge performance

you’re fired.

EMPLOYERS USE THESE COMMON JUSTIFICATIONS FOR TERMINATION:

Pregnancy accounts for 40 percent of all gender-related firing cases. In most cases, women are compared to themselves prior to preganancy to gauge performance

BUSINESS REASONS POOR

ATTENDANCE

employers use these common justifications for termination:

BUSINESS NEEDS

DECREASED

s business reasons s poor attendance s decreased performance s business needs s increased tartiness

PERFORMANCE

INCREASED TARTINESS

KNOW YOUR RIGHTS. Help stop discrimination today. Find out more at www.nationalpartnership.org

national partnership for women & families

know your rights.

Help stop discrimination today. Find out more at

Help stop www.nationalpartnership.org discrimination today. national partnership for women & families

C ONG RA UL ATTIO NS!! CO NG RA NS! CO NGR ATTTULA U LA TIO IONS

IT’S A GIRL BOY LAY–OFF

PLANNED POVERTYHOOD

IF YOU ARE A COMMITTED MOTHER, DON’T WORK. IF YOU ARE DEDICATED TO YOUR JOB, DON’T GET PREGNANT.

Seems simple, except that women take up 50% of the workforce, nearly 75% of all women will become mothers during the course of their working lives, and under current federal law, over 65 million women do not qualify for unpaid maternity leave.

IF YOU ARE DEDICATED TO YOUR JOB, DON’T GET PREGNANT. Seems simple, except that women take up 50% of the workforce, nearly 75% of all women will become mothers during the course of their working lives, and under current federal law, over 65 million women do not qualify for unpaid maternity leave.

The United States is the only industrialized country in the world that doesn’t federally mandate paid maternity leave.

CHOOSE STOP FORCING MOTHERS TO

STOP STOP STOP FORCING FORCING FORCING MOTHERS MOTHERS MOTHERS

BETWEEN BEING A COMMITTED EMPLOYEE AND A DEDICATED PARENT.

TO CHOOSE BETWEEN BEING A COMMITTED EMPLOYEE AND A DEDICATED PARENT.

Support the Family and Medical Insurance Leave Act (FAMILY Act)

The United States is the only industrialized country in the world that doesn’t federally mandate paid maternity leave.

Which would mandate paid, job-protected maternity leave.

Support the Family and Medical Insurance Leave Act (FAMILY Act)

Know your Rights. Sign the Petition.

WHICH WOULD MANDATE PAID, JOB-PROTECTED MATERNITY LEAVE.

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Find out more at www.nationalpartnership.org

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Find out more at www.nationalpartnership.org

national partnership for women & families

CONGRATULATIONS

congratulations!

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LAY BOY GIRL OFF DON’T WORK, IF YOU WANT TO BE A GOOD PARENT.

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DON’T GET PREGNANT, IF YOU WANT TO KEEP YOUR JOB.

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75% OF ALL WOMEN WILL HAVE A KID DURING THEIR WORKING LIVES

AMERICA IS THE ONLY INDUSTRIALIZED COUNTRY IN THE WORLD THAT DOESN’T MANDATE PAID MATERNITY LEAVE

65+ MILLION WOMEN DON’T QUALIFY FOR UNPAID MATERNITY LEAVE.

IF YOU ARE A COMMITTED MOTHER, DON’T WORK. IF YOU ARE DEDICATED TO YOUR JOB, DON’T GET PREGNANT.

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Stop Forcing Mothers to choose between being a committed employee and a dedicated parent. The United States is the only industrialized country in the world that doesn’t federally mandate paid maternity leave.

Support the Family and Medical Insurance Leave Act (FAMILY Act)

Know your Rights. Sign the Petition.

W H I C H W O U L D M A N D AT E PA I D , J O B - P R OT E C T E D M AT E R N I T Y L E AV E .

Find out more at www.nationalpartnership.org

national partnership for women & families

Support the Family and Medical Insurance Leave Act (FAMILY Act) which would mandate paid, job-protected maternity leave. Find out more at www.nationalpartnership.org

CONGRATULATIONS

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STOP FORCING MOTHERS choose

to choose between being a committed employee and a dedicated parent. Support the Family and Medical Insurance Leave Act (FAMILY Act)

If you are dedicated to your job, DON’T GET PREGNANT. If you are a committed mother, DON’T WORK.

SUPPORT THE FAMILY AND MEDICAL INSURANCE LEAVE ACT (FAMILY ACT) which would mandate

paid, job-protected maternity leave.

know your rights. SIGN THE PETITION TODAY.

Find out more at www.nationalpartnership.org

national partnership for women & families

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SUPPORT THE FAMILY AND MEDICAL INSURANCE LEAVE ACT (FAMILY ACT) which would mandate paid, job-protected maternity leave. KNOW YOUR RIGHTS . SIGN THE PETITION TODAY. Find out more at www.nationalpartnership.org

national partnership for women & families

SUPPORT THE FAMILY AND MEDICAL INSURANCE LEAVE ACT (FAMILY ACT) which would mandate paid, job-protected maternity leave. K N OW YOU R R I G HTS. S I G N TH E PETITI ON TODAY.

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Find out more at www.nationalpartnership.org

national partnership for women & families

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Support the Family And Medical Insurance Leave Act (Family Act) which would mandate

Find out more at www.nationalpartnership.org

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know your rights. SIGN THE PETITION TODAY.

national partnership for women & families

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know your rights. SIGN THE PETITION TODAY.

Find out more at www.nationalpartnership.org

national partnership for women & families

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Find out more at www.nationalpartnership.org

national partnership for women & families

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T Y P E A S I M A G E E X P L O R AT I O N

lay-off the ladies LAY–OFF the LADIES Nearly 75% of all women will become mothers during the course of their working lives, and under current federal law, over 65 million women do not qualify for unpaid maternity leave. America is the only industrialized country in the world that doesn’t federally mandate paid maternity leave.

Nearly 75% of all women will become mothers during the course of their working lives, and under current federal law, over 65 million women do not qualify for unpaid maternity leave.

pregnant?

PREGNANT?

you’re fired.

YOU’RE FIRED Pregnancy accounts for 40 percent of all gender-related firing cases. In most cases, women are compared to themselves prior to preganancy to gauge performance

Pregnancy accounts for 40 percent of all gender-related firing cases. In most cases, women are compared to themselves prior to preganancy to gauge performance

EMPLOYERS USE THESE COMMON JUSTIFICATIONS FOR TERMINATION:

BUSINESS REASONS POOR

ATTENDANCE

employers use these common justifications for termination:

BUSINESS NEEDS

DECREASED

PERFORMANCE

s business reasons s poor attendance s decreased performance s business needs s increased tartiness

INCREASED TARTINESS

KNOW YOUR RIGHTS. Help stop discrimination today. For more information, go to www.nationalpartnership.org

know your rights.

Help stop discrimination today. Find out more at www.nationalpartnership.org

national partnership for women & families

PREGNANT?

YOU’RE FIRED

Pregnancy accounts for 40 percent of all gender-related firing cases. In most cases, women are compared to themselves prior to preganancy to gauge performance

LAY–OFF the

LADIES Nearly 75% of all women will become mothers during the course of their working lives, and under current federal law, over 65 million women do not qualify for unpaid maternity leave. America is the only industrialized country in the world that doesn’t federally mandate paid maternity leave.

LAY–OFF the LADIES -

EMPLOYERS USE THESE COMMON JUSTIFICATIONS FOR TERMINATION: • BUSINESS REASONS • POOR ATTENDANCE • DECREASED PERFORMANCE • BUSINESS NEEDS • INCREASED TARTINESS

KNOW YOUR RIGHTS.

Help stop discrimination today.

national partnership for women & families

PR E G N A N T ? Pregnancy accounts for 40 percent of all gender-related firing cases. In most cases, women are compared to themselves prior to preganancy to gauge performance

Employers use these common justifications for termination:

KNOW YOUR RIGHTS. Find out more at www.nationalpartnership.org Find out more at www.nationalpartnership.org

national partnership for women & families

CO N GRATU L ATION S !

congratulations! It’s a

Girl Boy Lay-off

IF YOU ARE A COMMITTED MOTHER, DON’T WORK. IF YOU ARE DEDICATED TO YOUR JOB, DON’T GET PREGNANT.

Support the Family and Medical Insurance Leave Act (FAMILY Act) which would mandate paid, job-protected maternity leave. Find out more at www.nationalpartnership.org

national partnership for women & families

IT’S AGIRL BOY LAY–OFF

IF YOU ARE A COMMITTED MOTHER, DON’T WORK. IF YOU ARE DEDICATED TO YOUR JOB, DON’T GET PREGNANT. Seems simple, except that women take up 50% of the workforce, nearly 75% of all women will become mothers during the course of their working lives, and under current federal law, over 65 million women do not qualify for unpaid maternity leave.

STOP FORCING MOTHERS TO CHOOSE BETWEEN BEING A COMMITTED EMPLOYEE AND A DEDICATED PARENT.

The United States is the only industrialized country in the world that doesn’t federally mandate paid maternity leave.

Support the Family and Medical Insurance Leave Act (FAMILY Act) WHICH WOULD MANDATE PAID, JOB-PROTECTED MATERNITY LEAVE.

Find out more at www.nationalpartnership.org

national partnership for women & families

CO NG RAT U L AT IONS IT’S A

CO N G RAT U L AT I ONS

LAY BOY GIRL OFF

IT’S A

WOMEN TAKE UP 50% OF TODAY’S WORKFORCE.

LAY BOY GIRL OFF

DON’T WORK, IF YOU WANT TO BE A GOOD PARENT.

DON’T GET PREGNANT, IF YOU WANT TO KEEP YOUR JOB.

WOMEN TAKE UP 50% OF TODAY’S WORKFORCE. 65+ MILLION WOMEN DON’T QUALIFY FOR UNPAID MATERNITY LEAVE.

AMERICA IS THE ONLY INDUSTRIALIZED COUNTRY IN THE WORLD THAT DOESN’T MANDATE PAID MATERNITY LEAVE

75% OF ALL WOMEN WILL HAVE A KID DURING THEIR WORKING LIVES

DON’T GET PREGNANT, IF YOU WANT TO KEEP YOUR JOB.

75% OF ALL WOMEN WILL HAVE A KID DURING THEIR WORKING LIVES

AMERICA IS THE ONLY INDUSTRIALIZED COUNTRY IN THE WORLD THAT DOESN’T MANDATE PAID MATERNITY LEAVE

65+ MILLION WOMEN DON’T QUALIFY FOR UNPAID MATERNITY LEAVE.

STO P FORCING

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to choose between being a committed employee and a dedicated parent.

Know your Rights. Sign the Petition. national partnership for women & families

Find out more at www.nationalpartnership.org

Support the Family and Medical Insurance Leave Act (FAMILY Act) W H I C H W O U L D M A N D AT E PA I D , J O B - P R OT E C T E D M AT E R N I T Y L E AV E .

Know your Rights. Sign the Petition. Find out more at www.nationalpartnership.org national partnership for women & families

national partnership for women & families

PLANNED POVERTYHOOD

IF YOU ARE A COMMITTED MOTHER, DON’T WORK. IF YOU ARE DEDICATED TO YOUR JOB, DON’T GET PREGNANT.

The United States is the only industrialized country in the world that doesn’t federally mandate paid maternity leave.

CHOOSE STOP FORCING MOTHERS TO

BETWEEN BEING A COMMITTED EMPLOYEE AND A DEDICATED PARENT.

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Support the Family and Medical Insurance Leave Act (FAMILY Act) Which would mandate paid, job-protected maternity leave.

Know your Rights. Sign the Petition.

MATERNITY LEAVE.

Support the Family and Medical Insurance Leave Act (FAMILY Act) WHICH WOULD MANDATE PAID, JOB-PROTECTED MATERNITY LEAVE.

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which would mandate paid job-protected maternity leave.

know your rights. SIGN THE PETITION TODAY. Find out more at www.nationalpartnership.org

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STOP FORCING MOTHERS TO CHOOSE between being a committed employee and a dedicated parent

between being a committed employee and a dedicated parent.

Support the Family And Medical Insurance Leave Act (FAMILY Act) which would federally mandate paid, job-protected maternity leave

Support the Family and Medical Insurance Leave Act which would mandate paid job-protected maternity leave.

K N OW YO U R R I G H TS. S I G N T H E P E T I T I O N .

Find out more at www.nationalpartnership.org

national partnership for women & families

THE UNITED STATES IS THE ONLY INDUSTRIALIZED COUNTRY IN THE WORLD THAT DOESN’T PROVIDE PAID MATERNITY LEAVE

75% OF WOMEN WILL HAVE A CHILD DURING THE COURSE OF THEIR WORKING LIVES

know your rights. SIGN THE PETITION TODAY. Find out more at www.nationalpartnership.org

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Support the Family and Medical Insurance Leave Act which would mandate paid job-protected maternity leave.

know your rights. SIGN THE PETITION TODAY. Find out more at www.nationalpartnership.org

national partnership for women & families

know your rights. SIGN THE PETITION TODAY. Find out more at www.nationalpartnership.org

national partnership for women & families

O H B A B Y

65+ MILLION MOTHERS DON’T QUALIFY FOR MATERNITY LEAVE IN THE U.S.

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PREGNANCY ACCOUNTS FOR 40% OF ALL GENDER-RELATED FIRING CASES

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between being a committed employee and a dedicated parent

Support the Family And Medical Insurance Leave Act (FAMILY Act)

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Support the Family And Medical Insurance Leave Act (FAMILY Act)

which would federally mandate paid, job-protected maternity leave

K NOW YOUR R I GH T S . S I G N T H E P E T I T I ON .

B E T W E E N B E I N G A C O M M I T T E D E M P L OY E E A N D A D E D I C AT E D PA R E N T

Find out more at www.nationalpartnership.org

national partnership for women & families

B E T W E E N B E I N G A C O M M I T T E D E M P L OY E E A N D A D E D I C AT E D PA R E N T

Find out more at www.nationalpartnership.org

national partnership for women & families

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STOP FORCING MOTHERS

Support the Family and Medical Insurance Leave Act

which would mandate paid job-protected maternity leave.

know your rights. SIGN THE PETITION TODAY.

to choose between being a committed employee and a dedicated parent.

Find out more at www.nationalpartnership.org

to choose between being a committed employee and a dedicated parent.

national partnership for women & families

Find out more at www.nationalpartnership.org

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PREGNANCY ACCOUNTS FOR 40% OF ALL GENDER-RELATED FIRING CASES

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between being a committed employee and a dedicated parent.

Pregnancy accounts for 40% of all gender-related firing cases and the United States is currently the only industrialized country in the world that does not federally provide paid maternity leave.

STOP FORCING MOTHERS TO CHOOSE between being a committed employee and a dedicated parent

Support the Family And Medical Insurance Leave Act (FAMILY Act) which would federally mandate paid, job-protected maternity leave

Support the Family and Medical Insurance Leave Act which would mandate paid job-protected maternity leave. K N OW YO U R R I G H TS. S I G N T H E P E T I T I O N .

Find out more at www.nationalpartnership.org

national partnership for women & families

THE UNITED STATES IS THE ONLY INDUSTRIALIZED COUNTRY IN THE WORLD THAT DOESN’T PROVIDE PAID MATERNITY LEAVE

75% OF WOMEN WILL HAVE A CHILD DURING THE COURSE OF THEIR WORKING LIVES

know your rights. SIGN THE PETITION TODAY. Find out more at www.nationalpartnership.org

national partnership for women & families

O H BABY !

YOU’ E R FIR E D

YO ’ E UR FIR E D

“FOR BUSINESS REASONS” IS THE MOST COMMON EXCUSE ON TERMINATION

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national partnership for women & families

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6 5 + M I L L I O N M O T H E R S D O N ’ T Q U A L I F Y F O R M AT E R N I T Y L E A V E I N T H E U . S .

which would federally mandate paid, job-protected maternity leave.

EMP LOYEE

T H E U N I T E D S T AT E S I S T H E O N LY I N D U S T R I A L I Z E D C O U N T R Y I N T H E W O R L D T H AT D O E S N ’ T P R O V I D E P A I D M AT E R N I T Y L E A V E .

STOP FORCING MOTHERS TO CHOOSE

Find out more at www.nationalpartnership.org

% O F W O M E N W I L L HAV E A C H I L D D U R I N G T H E C O U R S E O F T H E I R W O R K I N G L I V E S

YOU’ E R I FR ED A N

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national partnership for women & families

OH BABY !

Support the Family And Medical Insurance Leave Act (FAMILY Act)

B E T WE E N B E ING AN E MPLOY E E O R A PARE NT

K NOW YOUR R I GH T S . S I G N T H E P E T I T I ON . Find out more at www.nationalpartnership.org

BEI NG

Support the Family And Medical Insurance Leave Act (FAMILY Act) which would federally mandate paid, job-protected maternity leave.

Support the Family And Medical Insurance Leave Act (FAMILY Act)

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STOP FORCING MOTHERS TO CHOOSE

O H B ABY ! YOU ’ RE R I F ED STOP FORCING MOTHERS TO CHOOSE

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Support the Family And Medical Insurance Leave Act (FAMILY Act) K NOW YOUR R I GH T S . S I G N T H E P E T I T I ON . Find out more at www.nationalpartnership.org

national partnership for women & families

which would federally mandate paid, job-protected maternity leave.

K NOW YOUR R I GH T S . S I G N T H E P E T I T I ON . Find out more at www.nationalpartnership.org

national partnership for women & families

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HAVE

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EN WILL WOM 75% OF

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GENDER-RELATED FIRING CASES PREGNANCY ACCOUNTS FOR 40% OF ALL

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Support the Family And Medical Insurance Leave Act (FAMILY Act) which would federally mandate paid, job-protected maternity leave.

STOP FORCING MOTHERS TO CHOOSE

PA R E NT

which would federally mandate paid, job-protected maternity leave. K NOW YOUR R I GH T S . S I G N T H E P E T I T I ON . Find out more at www.nationalpartnership.org

K NOW YOUR R I GH T S . S I G N T H E P E T I T I ON . Find out more at www.nationalpartnership.org

national partnership for women & families

OH BABY ! YO ’ E UR FRI ED! STOP FORCING MOTHERS TO CHOOSE B E T W E E N B E I N G A N E M P L OY E E O R A PA R E N T. Support the Family And Medical Insurance Leave Act (FAMILY Act) Federally mandate paid, job-protected maternity leave.

KNOW YOUR RI GHTS. SI GN THE PE TI TI ON. Find out more at www.nationalpartnership.org

national partnership for women & families

FI NAL ADVOCACY P OSTE R S

+ + + 71

FINAL CONCEPT Concept Statement These posters address the problem that under current federal protection from the Family and Medical Leave Act of 1993 (FMLA), only 54% of the United States workforce qualifies for unpaid maternity leave. America is the only industrialized country in the world that does not federally mandate paid maternity leave, but if the Family and Medical Insurance Leave Act (FAMILY Act) gains more momentum in the courts, the 75% of women that will become mothers during the course of their career wonâ&#x20AC;&#x2122;t be forced to choose between being a parent and an employee. Pregnancy accounts for 40% of all gender-related firing cases and the younger generation of mothers (ages 25-35), the demographic targeted in this campaign, are called to learn their rights, take action, and sign the FAMILY Act petition today.

Oh Baby! Say it like it is. PROBLEM

65+ million women donâ&#x20AC;&#x2122;t qualify for maternity leave and pregnancy Accounts for 40% of genderrelated firing cases. Stop forcing mothers to choose between being a parent and an employee. SOLUTION

Support the Family and Medical Insurance Leave Act (FAMILY Act) to federally mandate paid maternity leave. ACTION

Know Your Rights. Sign the Petition. www.nationalpartnership.org

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Federally mandate paid, job-protected maternity leave.

Support the Family And Medical Insurance Leave Act (FAMILY Act)

Find out more at www.nationalpartnership.org

national partnership for women & families

K NOW YOUR R IGHTS. S IGN T HE PE T IT ION.

B E T W E E N B E I N G A N E M P L OY E E O R A PA R E N T.

STOP FORCING MOTHERS TO CHOOSE

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R E FLECTION

+ + + + 79

RESEARCH Finding a Cause

It didn’t take long for me to become a flowing fountain of facts to anyone that asked me what I was up to in design school. Research can be a lot of work, but it’s one of the most important tools in design. The more I started to know, the more I began to truly care. Being able to advocate for paid maternity leave started to really mean something to me as a woman. The statistics and facts about this problem became ingrained in my mind as something that I know and want to change. Knowledge had became my motivation. Now that I knew the root issues on maternity leave in the U.S., I felt an actual need to do something about it.

I hope that my poster can be more than just a grade.

Finding the voice that could carry this issue all the way to the courts is a fine line, and I can’t help but wonder how I could have approached the problem differently, had I the opportunity to advocate for this organization again. It is hard to find the best visual solution to poke holes in problem enough that people feel the need to act. All I know, is that if someone leaves after seeing my poster and has learned something, or remembers something, or feels the need to do something… then I was successful as a designer. I feel pretty lucky to be able to do what I do. Adding a purpose, something that is tangible and holds meaning to the rest of the world, really gave me perspective as a designer. We aren’t here to just make beautiful things. We have power and the ability to impact our world through the things that we create.

Road Bumps While Researching Baby Bumps

It’s amazing how well the really good facts are hidden. At times, I felt as though some of the research done on my end was more powerful by reading through the lines and translating the message into something more negative. Each statistic has a positive and a negative spectrum. If half of the people DO have access to maternity leave, then the other half DON’T. If a percentage is calculated into actual numbers that represent real people and not just a demographic of people, it becomes more 81

invasive. 54% of women do vs. 65+ million women donâ&#x20AC;&#x2122;t, which is the same fact, but told in two different ways. Women, since they are a passionate and empathetic breed, respond more to an idea that offends or challenges them. We are natural caregivers and protectors, so once a fact spreads, telling us that we canâ&#x20AC;&#x2122;t have or do something, it instantly brings forth a natural reaction to take action. My hope is to make the mama bears roar: to protect their peers, to solidify their rights as parents and employees, and to prevent discrimination for their daughters.

DESIGN Awww. That’s Cute

I intentionally chose to design my posters to evoke a sense of cuteness. While I know, using the word cute to describe design doesn’t necessarily mean anything – it is essentially the same as saying something looks good or cool – my design had the cute in mind. These terms to describe the things we see usually come from others, not educated in design, to explain that it makes them feel something inexplainable. Since my advocacy issue dealt directly with the subject of mothers and babies, it felt natural to design with the intention of attracting viewers toward something relatable and recognizable. My hope for the advocacy posters was that combination of the type, imagery, and color palette, would instantly make that visual connection and leap from cute to baby to maternity leave.

Cute, yet Credible Type Choices

The people seeing these posters don’t know that I chose Archer as my body typeface, which was originally designed for Martha Stewart Living, because it is a colorful, soft, feminine and persuasive slab serif. The balled flourishes add a sweetness to the language, while the rounded letterforms still make the message feel charmingly credible. Interstate, the typeface used on my Image and Type Poster, was designed to be printed. I chose this sans serif because it is direct, highly legible due to its naturally wide spacing, and because I needed something masculine, yet slightly flamboyant, to balance out the femininity from Archer. Interstate is wide and open, great for making a bold statement, but still playful with its subtle cut angles on its ascenders and descenders. My Type as Image poster used Quicksand for its approachability and modern, but round feel .In general, the typeface seemed to resemble the shape of teething toys, which worked for my visual goals of the poster.

Staying on Message

It can be difficult to design cute things with negative language and keep a consistent voice throughout the composition. I wanted to have this form of disconnect in my posters â&#x20AC;&#x201C; to be able to draw in a viewer with comfort and familiarity, but then leave with a jarring message. The intention behind my posters, I believe, stayed consistent once I had perfected the language to be concise, directive, and with purpose. This helped direct my design as well, by helping each design become more minimal, clean, and familiar.

Same Idea, Two Posters

The process of design will always baffle me. I knew the direction I wanted to go with my Type and Image poster almost instantly. Something about having a baby shower card that had a disturbing announcement was a powerful and jarring idea to me. As the illustrations developed and the color palette transitioned from pink to antique, it was clear to me that this direction would reach the final stages. It would be an understatement to say that I struggled with finding the final direction for my Type as Image poster. Originally, I thought my Type and Image direction was my Type as Image poster. This threw me, a little. I felt restricted and limited as a designer. Every idea I had felt forced and I feared that it wouldnâ&#x20AC;&#x2122;t meet the correct requirements, for it seemed as though every design that crossed my mind was image inspired. I took a deep breath and a stepped away from the computer. Because I knew the intentions behind my Type and Image poster, I began to think of different icons and objects that connect us with parenthood. I sketched, brainstormed, took a slight leap of faith that my ideas were strong typographic solutions, and came up with two new directions that made it to the near final stages of design: Letters on a baby mobile and childrenâ&#x20AC;&#x2122;s alphabet blocks.

Confidence.

Designers are always told concept is key, but we forget that. Itâ&#x20AC;&#x2122;s a strange sensation to lose your confidence as a designer and question your own ability to come up with brilliant ideas, smart concepts, and stunning designs.

I lost my confidence, for a short bit, during the course of this project. Call it writers block, if you must, but it was a real struggle. It had been a while since I would intercept someone from looking at my work for the day to tear it down and explain that itâ&#x20AC;&#x2122;s not good whatsoever. This project was a good lesson in process. It took me back to my roots and forced me to get off the computer and remember that my best ideas have always started in the sketchbook.

THAN K YOU

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