Hermony Process Book by Pattie Chen

hermony process manual

table of contents Background & Research

Creative Brief

Graphic Standard

Business System

Our Products

Merchandise

Marketing Strategies

Digital Material

Print Material

Budget

Conclusion

background and research

Need

Research

Planning

Through our research, we discovered that there are two ways the pink tax is addressed: one, campaigns that encourage people to take action by voicing their complaints to companies and the government, or two, companies that market themselves with fair prices without the pink tax. We felt that the first approach came off too intimidating, leaving women feeling overwhelmed with information and helpless with limited options. On the other hand, we felt that the second approach’s main priority was to encourage women to buy their products, instead of educating them about the pink tax. As a resolution we created Hermony, the perfect combination of a campaign and company, with only women’s best interest in mind. For our role as a campaign, we wanted to raise awareness surrounding the pink tax, educate women about the pink, and provide women with resources to avoid the pink tax. As a company, we wanted to serve as a onestop shop for women, offering our own line of quality and fairly-priced products.

We extensively researched our chosen topic and analyzed similar campaigns and brands to help us solidify the problems our campaign needed to address. This helped us form a better understanding of the pink tax and allowed us to map out how we wanted to communicate our message and engage with the audience. Although we knew that our primary audience would be women, we still hoped to design a campaign that men would be interested in too. We heavily considered this while we decided how we wanted to communicate our information— therefore, we chose to use bright colors and short statements that would grab and maintain the audience’s attention.

During the early stages of our project, we were soaking up all of the information and inspiration we could find. We quickly realized that we had too many ideas— we needed to narrow them down in order to solidify the direction we wanted to go in. While we liked the graphic identities of other similar organizations and brands that we were looking into, we knew that we wanted to establish ourselves as a unique campaign and brand. Furthermore, we wanted our audience to envision our campaign seamlessly fitting into their lives. Therefore, we created a campaign that delivers straightforward information and uses a playful combination of colors and patterns to engage with our audience.

six word storytelling poster The six word story telling poster introduced us to the concept of sharing information quickly with a large audience. We utilized text and colors in order to convey our messages in a concise way.

do you double

in real life? This poster emphasizes the price disparity in goods and services marketed by gender, where women pay more than men for identical products and services. The shape of the text is intended to grab the audienceâ&#x20AC;&#x2122;s attention and the color treatment is used to highlight the message.

This poster focused on the pink tax, highlighting the importance of the pink tax in the greater fight towards gender equality. The heavy lettering focuses in on the message, and the color treatment highlights the important issue of the message.

Instagram has become one of the most popular social media platforms. By double tapping a photo instead of complimenting someone in person, people are becoming very comfortable and engaged behind their phone screens rather than in person.

Ax the Pink Tax Campaign Information

The campaign itself is called “Ax the Pink Tax” and was created by the European Wax Center, in collaboration with partners such as Refinery29. The goal for the project is to help economically level the playing field between men and women by pointing out discrepancies in pricies caused by the pink tax.

Project overview

This project, Ax the Pink Tax, refers to getting rid of the Pink Tax, which is a disparity in prices of certain products that cause the average woman to pay an extra $1,351 for products every year. The project defines the Pink Tax as a serious issue, as it affects all women. There are even specific aspects of the campaign that allow visitors to interact with the website and find out exactly how much money they may have lost due to the pink tax in relation to their birth date. The campaign is a means of educating more people about the Pink Tax, and to be aware that it is an issue that exists. The campaign page is convincing in educating visitors and encouraging them to be aware, and provides additional means of further sharing information about the tax. Pre-made graphics are available for visitors to share on their own social media pages that provides brief information about the Pink Tax, giving way for a chain reaction in those educated on this topic. The campaign offers periodic ways to get involved, for example, offering a “Pink Tax lip balm” that raises funds and awareness in campaigns against the Pink Tax.

Results and Analysis

The campaign is effective in spreading awareness as well as getting individuals involved in further spreading the word about the pink tax. The campaign itself focuses on awareness, and by utilizing social media platforms and the ease with which information spreads across them, the campaign effectively spreads information, and provides a means through which visitors can further spread that information as well. The hashtag #axthepinktax is used frequently across platforms like Instagram, Twitter and Facebook, which is also linked on the main campaign website. The campaign is also effective in actively engaging its viewers in order to show them how the Pink Tax may affect them, which ties them into the movement. However, this campaign may be more effective if it were clearer in showing the specifics of the pink tax. Giving viewers a better breakdown of what specific items the pink tax comes from and showing them visually how they could be more aware of this tax could be effective in showing viewers how to be aware and how to avoid paying the pink tax.

BACKGROUND

OBJECTIVE

IMPACT

CORA was founded in San Francisco, California by Molly and Morgen.

CORA wants all women to have access to safe and effective period products as well as information that can educate and empower them.

CORA has and continues to make a huge impact for women in the United States and for those in developing countries as well.CORA is able to use their buisness to fight for gender equality while also providing products, education and jobs to girls and women not only in the U.S but also in developing countries such as Kenya and India.With every puchase, CORA provides pads and health education to a girl in need.

case studies

There is a 90% decrease in dropout rate when girls have acess to menstrual supplies.

Our case studies analyze different brands or campaigns that may be similar to our own, that focusing on fighting the pink tax. By researching these campaigns, we found how some campaigns were effective in raising awareness about the pink tax, such as highlighting the large amount of money people may lose through the pink tax. We also learned about how campaigns could provide a Call to Action, directing individuals to choose brands that don’t charge a “pink tax” to their customers.

Molly is very passionate about women’s rights and empowerment. As she traveled through developing countries, she found out how menstruation negatively effects young girls and women that are poor. She found out that they resort to old rags or pieces of matresses when they get their period. This was a huge worry for Molly because such things can easily cause these young girls infections. On the other hand, she also learned that in the U.S, menstruation products contain alot of unhealthy chemicals. Morgen learned about the mentrual cycle experience and the products through his wife who shared her personal experience with the cheap production of tampons and pads. As a result, both Molly and Morgen decided to create CORA.

Alexandra Martinez | DES 154

They strive for a world where women are able to feel confident and embrace their body even through their menstrual cycle. They want young girls and women to feel comfortable and trust the brand that is meant to empower and provide them with the best made products. They aim to use their brand and business to help those in poverty, address gender inequality, and build strong local communities where women feel empowere as well as positive places to work. They promise to be: 1. Relentlessly innovative 2. Radically transparent 3. Profoundly human 4. Uncommonly generous

In Kenya CORA partners with ZanaAfrica Foundation that helps delivering reproductive health education and sanitary pads. In India CORA partners with Aakar Innovations, a social enterprise producing affordable and environmentally sustainable sanitary pads. Lastly, CORA doesn’t tax their products as a way of protesting against gender inequality. https://cora.life/

inspiration

We were inspired by other brands that were similar in style, focusing on colorful patterns paired with a simple text-based logo. These brands were fun and exciting, and embodied what we wanted in our campaign style. We were also inspired by brands that were feminine, but not too feminine so that we could still encourage men to engage with our campaignâ&#x20AC;&#x201D; we hope to educate both men and women on the issues of the pink tax.

editorials

the cost of buying pink Women are paying more for products and goods marked by gender What is the pink tax? Whether or not you’ve heard of the “pink tax,” you’ve probably contributed to the issue by overpaying for an item marketed by gender, where the price was higher for women. While, it’s unlikely that you’ll ever have to pay a tax specifically for goods marketed to women, the price disparity between nearly identical products for men and women ultimately creates a notable markup, or an unofficial tax, for women.

hermony

The Cost of Buying Pink: Women are paying more for products and goods marketed by gender This price discrimination has led to what is now known as leads to what is now dubbed the “pink tax.” The pink tax encompasses the price difference for all female-specific goods and services products in comparison compared to male-specific and gender-neutral goods and services or items marketed specifically to men.

Across the study, products branded by gender were more expensive for women 42% of the time. It gets worse… there’s a tampon tax too Also included in the pink tax are women’s personal hygiene products, such as pads and tampons. While these items aren’t marked up in comparison to male counterpart products, they are affected by state tax rates. These rates include “luxury items” but exclude necessities, such as groceries and medication. Many argue against this tax, as tampons and pads are basic necessities for women.

It’s all in the numbers A recent investigation done by the New York City Department of Consumer Affairs analyzed the prices of over 800 male and female versions of the same product. The results revealed that items marketed towards women cost significantly more. Items that are frequently priced differently on the basis Across the study, products of gender include: branded by gender were toys, clothing, personal more expensive for women care products, and 42% of the time. homegoods. The study found that women paid an average of 48% more for goods Steps in the right direction A handful of states have been been like shampoo and conditioner, and able to eliminate the pink tax on an average of 11% more for razor feminine hygiene products, Nevada cartridges. One blue package of recently joining this list. With an Schick Hydro 5 razor cartridges was estimated 900,000 women between priced at $14.99 for males, while the the ages of 12 and 55 in the state of identical product in a purple box was priced at $18.49 for females. Nevada, the tampon tax contributes

What is the Pink Tax?

between up to 7 million dollars to the state’s sales tax revenue. The ballot initiative regarding repealing sales tax on tampons was proposed by State Senator Yvanna Cancela. “Feminine hygiene products are primarily bought for women and the sales tax on what are medically necessary devices disproportionately to between up to 7 million dollars to the state’s sales tax revenue. The ballot initiative regarding repealing sales tax on tampons was proposed by State Senator Yvanna Cancela. “Feminine hygiene products are primarily bought for women and the sales tax on what are medically necessary devices disproportionately affects women,” Cancela said. “Removing a tax like that from our tax code is important in moving towards equality.”

Whether or not you’ve heard of the “pink tax,” you’ve probably contributed to the issue by overpaying for an item marketed by gender, where the price was higher for women. While, it’s unlikely that you’ll ever have to pay a tax specifically for goods marketed to women, the price disparity between nearly identical products for men and women ultimately creates a notable markup, or an unofficial tax, for women. This price discrimination has led to what is now known as leads to what is now dubbed the “pink tax.” The pink tax encompasses the price difference for all female-specific goods and services products in comparison compared to male-specific and gender-neutral goods and services or items marketed specifically to men.

It’s all in the numbers A recent investigation done by the New York City Department

Every little bit helps Saving a few dollars per year on women’s sanitary items may not sound like much, but

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25 INSTYLE MAGAZINE SPRING 2019

of Consumer Affairs analyzed the prices of over 800 male and female versions of the same product. The results revealed that items marketed towards women cost significantly more. Items that are frequently priced differently on the basis of gender include: toys, clothing, personal care products, and homegoods.The study found that women paid an average of 48% more for goods like shampoo and conditioner, and an average of 11% more for razor cartridges. One blue package of Schick Hydro 5 razor cartridges was priced at $14.99 for males, while the identical product in a purple box was priced at $18.49 for females. Across the study, products branded by gender were more expensive for women 42% of the time.

There’s a tampon tax too.. Also included in the pink tax are women’s personal hygiene products, such as pads and tampons.

While these items aren’t marked up in comparison to male counterpart products, they are affected by state tax rates. These rates include “luxury items” but exclude necessities, such as groceries and medication. Many argue against this tax, as tampons and pads are basic necessities for women.

Steps in the right direction

A handful of states have been been able to eliminate the pink tax on feminine hygiene products, Nevada recently joining this list. With an estimated 900,000 women between the ages of 12 and 55 in the state of Nevada, the tampon tax contributes between up to 7 million dollars to the state’s sales tax revenue. The ballot initiative regarding repealing sales tax on tampons was proposed by State Senator Yvanna Cancela.

“Feminine hygiene products are primarily bought for women and the sales tax on what are medically necessary devices disproportionately affects women,” Cancela said. “Removing a tax like that from our tax code is important in moving towards equality.”

pads aren’t covered by government assistance programs, and shelters and food banks note that tampons and pads are among their most requested items. Outside of the US, menstruation affects young girls and women on an even more serious basis. The natural process of menstruation has caused a lot of young girls and women in developing countries to miss school or work due to the huge lack of resources in pads and tampons. These girls are often uneducated in how to properly take care of their bodies as they start to develop, which affects girls health in negative ways. 300 million girls and women are forced to use rags, plastics sand or ash to manage their periods. 1 in 4 girls in India drop out of school once

reaching puberty, and 70% of these girls cannot afford menstrual supplies. However, there is a 90% decrease in dropout rate when girls have access to menstrual supplies.

Fight the pink tax While the pink tax is likely to continue to affect a huge portion of the population, it is important to be informed of how the pink tax may affect you, and seek out alternative options to avoid products that perpetuate this disparity. “Le rose est-il une couleur de luxe?” France’s secretary of state for women’s rights, Pascale Boistard, wrote a message on Twitter in support of the collective, asking, “Le rose est-il une couleur de luxe?” (Is pink a luxury color?)

Every little bit helps Saving a few dollars per year on women’s sanitary items may not sound like much, but for those seriously affected by poverty, tampons and pads are already a luxury that can be unattainable. Nearly 14% of females in the US live below the poverty line, while only 11% of males are in similar situations. This disparity is stronger during a woman’s menstruating years, affecting over 12 million females in the US. Women who have a lower income have limited options for affordable period supplies— tampons and

ELLE MAGAZINE Spring 2019

How are developing countries being affected? Although the menstrual cycle is a natural hormonal process, in developing countries they are usually not accepted as natural. This causes women to feel ashamed and be caged in a cycle of oppression.

nothing different “ There’s or unique about women’s

razors that should make them more expensive than men’s. But they are.

for those seriously affected by poverty, women on an even more serious basis. tampons and pads are already a The natural process of menstruation luxury that can be unattainable. Nearly has caused a lot of young girls and 14% of females in the US live below the women in developing countries to miss poverty line, while only 11% of males school or work due to the huge lack of are in similar resources in situations. This pads and Tax changes have the disparity is tampons. capability to lower the cost These girls stronger during of having a period. a woman’s are often menstruating uneducated years, affecting over 12 million in how to properly take care of their females in the US. Women who have bodies as they start to develop, a lower income have limited options which affects girls health in negative for affordable period supplies— ways. 300 million girls and women tampons and pads aren’t covered are forced to use rags, plastics sand by government assistance programs, or ash to manage their periods. 1 in 4 and shelters and food banks note that girls in India drop out of school once tampons and pads are among their reaching puberty, and 70% of these most requested items. Tax changes girls cannot afford menstrual supplies. have the capability to lower the cost However, there is a 90% decrease in of having a period. Outside of the US, dropout rate when girls have access menstruation affects young girls and to menstrual supplies.

26 INSTYLE MAGAZINE SPRING 2019

Model companies Some companies are focusing on equalizing the price disparity between these necessities. Billie is an exemplary female-first company, specializing in shaving tools, passionate about providing women with the goods they need at the prices they deserve. In addition to pricing their products in line with men’s razors, they encourage their customers to share the issue about the pink tax with others. Billie’s co-founder, Georgina Gooley, began the company out of her frustration from seeing women consistently paying more for items men were paying less for. “There’s nothing different or unique about women’s razors that should make them more expensive than men’s [razors],” Gooley said. “But they are.”

”

SPRING 2019 INSTYLE MAGAZINE 27

This magazine layout was designed for InStyle Magazine. After analysis of their design style, I decided to utilize full page photos, coupled with text heavy pages, broken up by pull quotes.

This magazine editorial was designed for a special edition of Times Magazine: Female First. The layout features large margins and highlights photography while addressing the issue of the pink tax.

ELLE MAGAZINE Spring 2019

When it comes to resources, the process of menstruation overall has caused a lot of young girls and women in developing countries to miss school or work. Young girls who miss school not able to have a career because their not able to read and write. This is because there’s a huge lack of resources such as pads, and tampons. As a result, young girls not only miss school or work but they also go to Aside from the lack of resources, there’s also a lack of education so that they can properly take care of their bodies as they start to develop. This can affect girls health very negatively.

300 MILLION girls and women use rags, plastics, sand and ash to manage their periods. 1 IN 4 girls in India drops out of school once she reaches puberty. 70% of Indian girls and women cannot afford menstrual supplies. 90% decrease in dropout rate when girls have access to menstrual supplies.

ELLE MAGAZINE Spring 2019

The magazine layout was inspired and meant for Elle magazine. The layout consists of three columns and photographs in different sizes similar to the magazine design.

creative brief

Objective

Strategy

Background

Audience

Hermony’s goal is to relieve burdens the pink tax cause by providing information about it and how to avoid it. While women are more likely to know about the pink tax, many continue paying extra for the products because they feel there is simply no other choice. Additionally, men generally have little to no knowledge regarding the pink tax as it does not affect them directly— they are unaware of how drastic the price disparity is between goods and services that are marketed by gender. We hope to make men more aware of the issue that is affecting their daughters, wives, sisters, mothers, grandmothers and more.

Our team aspires to create a campaign that will reach people with our helpful resources and thoughtful marketing. We would offer resources and alternatives to women who are trying to escape the pink tax. Resources we wish to provide include: information about the pink tax and how to avoid it, a curated list of companies that price without the pink tax, and our own selection of products that are priced equitably. The marketing team will strategize to reach our target audience by placing campaign materials in areas they are most likely to be. However, our primary mode of marketing will be through social media because we will be able to reach the largest number of people with the least amount of money. Our design team will help establish the campaign with a playful combination of pastel and bright colors, as well as incorporating charming graphics that will enforce our message.

Currently, there are existing campaigns that advocate against the pink tax and companies that sell specific items without the pink tax— however, there are no combinations of both. The campaigns share resources and ways they hope to enact change but fail to offer any immediate solutions for individuals. Furthermore, companies that sell specific items without the pink tax fail to offer the range of necessities women need everyday. Hermony would be a combination of a campaign against the pink tax and an online store that offers a range of daily necessities marked at an equitable price.

Our target audience is women between the ages of 14 and 35— however, our goal is to raise awareness about the pink tax to everyone so that fewer consumers will support companies that price with pink tax. Women at the younger end of our age range have had a little experience with their periods, are likely to be on social media, and are more aware of the concept of money— they can inform their parents about the pink tax and convince them to stop supporting companies that price with pink tax. Women on the older end of our age range have had years of experience with their periods and the pink tax and are likely tired of paying more for products marketed by gender. Ultimately, we also hope to reach men with our campaign— they should be aware of something that affects all of the important women in their lives.

graphic standard

logo development We played around with different graphic elements, thinking about utilizing the female symbol, or balance symbols. We initially thought about creating a handwritten or marker logo, but found that this didn’t provide the clean look that we desired. We also experimented with different fonts, such as “Butler,” for a text-based font, but found that they weren’t as sleek as we had hoped.

final logo Our logo is simple and minimalistic, focusing purely on the name of our campaignâ&#x20AC;&#x201D; it functions as a text based logo. Although we created various iterations of a logo, we ultimately found that a text logo would provide the perfect simple and strong message.

Logo

Logo with tagline

hermony

hermony find your harmony without the pink tax

Logo variations

hermony

pattern development In line with our hope to attract and educate both men and women on our campaign, and about the pink tax, we utilized many different colors and shapes for our pattern. Therefore, we utilized warm and cool tones, and focused on using ambiguous shapes that were not defined by gender. The pattern featured many spots and splotches, and were random and sparse, instead of organized and structured.

final pattern Our final pattern is a playful combination of fun shapes and stars, completed using our color palette. The pattern is used in our business system and can be seen throughout our marketing materials.

Color palette

Typography

Young Serif Sofia Pro Extra Light Sofia Pro Regular

brand standard

#f9d8ce

#f29990

#ee5c51

Sofia Pro Medium Sofia Pro Black These are the guidelines for basic graphics used throughout any branded Hermony material, including logo development, packaging, and marketing.

#f7b856

#95cfe5

#4a9c88

Young Serif is primarily used for our headlines and posters. Sofia Pro is primarily used for our body copy and to compliment other materials.

photography Our photographs are intended to compliment the information we provide and to help our audience members visualize our company and its ideas. The photos can be seen throughout our branding, marketing, and social media.

business system

business system development

We hoped to incorporate our pattern into our business system while also maintaining our typical and sleek style. We took advantage of our brand’s lighter colors as backgrounds in the business systems to maintain a relatively colorful branding. We utilize both of our brand’s fonts throughout the business system— YoungSerif and Sofia Pro.

final business system The business system features our colorful pattern and includes a letterhead, envelope, and business card.

our products

pads and tampons

Our pads and tampons are made with organic cotton, free of chemicals, fragrances, and dyes. We price them fairly and offer them in different styles suitable for differnt flows, in packs of 36 or 50.

razor

Our razors feature 5 sharp blades and are encased with rich blocks of shaving cream so you can lather while you shave. These will you give you a closer shave, reducing the amount of times you need to shave, and ultimately, save you money because you wonâ&#x20AC;&#x2122;t be switching out your blades as often!

pouch

This pouch is the perfect size for women to put their pads and tampons in. Itâ&#x20AC;&#x2122;ll help you keep your purse or backpack more organized and you can bring it with you into the bathroom if you feel uncomfortable carrying your pad or tampon openly.

period tracker

The period tracker comes as a small journal for girls who are just starting their period to be able to track and learn more about their cycle. Women who have had their periods for longer can use it to make sure that they are on schedule each month for their regular cycle.

merchandise

tote bag

crew neck

Show that youâ&#x20AC;&#x2122;re happily finding your harmony without the pink tax by using our tote or wearing our crew neck. The tote is the perfect size for a quick trip to the market and the crew neck is so comfortable youâ&#x20AC;&#x2122;ll never want to take it off!

marketing strategies

digital material

video We created a short, animated video comparing the prices of products marketed by gender. The video will be featured on our website, our instagram, and played before Youtube videos.

website The desktop website for Hermony provides our audience members with easy access to information about our campaign. Our products are also primarily sold through our website. The site features our photography and follows our brand guidelines.

social media

instagram The hermony instagram page will be a primary source of information for our campaign and allow audience members to connect with us. Furthermore, our page will be a place for us to showcase our photography and update our audience members with our latest work.

print material

posters

bus shelters

Our posters will be displayed in areas such as coffee shops, drug stores, gyms, bathrooms, and other various areas. The posters encourage people to learn more about our campaign in an effort to have them stop supporting the pink tax.

Our print marketing will also include large scale prints that will be displayed in highly visible areas such as bus shelters and billboards.

billboard Our billboard will be placed in an area with high traffic flow for maximum exposure. We used our photo and tagline to make an immediate impression on our audience and communicate our message.

info cards

postcards

Our info cards can be used to compliment the postcards for audience members to learn more about our campaign and the pink tax.

These postcards are intended for people to send to their friends and family to spread awareness about the pink tax or just to check in!

pins

stickers

Our pins will be available at select coffee shops and other areas for people to discover Hermony or grab one to show their support in the fight against the pink tax. Theyâ&#x20AC;&#x2122;re the perfect size to pin on a denim jacket or backpack and they make a huge statement!

Our stickers will be available at select coffee shops and other areas for people to discover Hermony or grab one to show their support in the fight against the pink tax. Stick one on your laptop or waterbottle to show your support in the fight against the pink tax!

budget

conclusion At Hermony, we aspire to create a campaign and company that will reach and make a positive impact on our audience members. We strive for equality in a current world where prices for women’s products are higher in comparison to men’s products for no reason. We hope to raise awareness about the pink tax and inform those who have never heard about it. Furthermore, for those who have heard of the pink tax and feel that there are no alternatives, we provide them with resources and alternative products we’ve created ourselves. We also offer information about others who provide fairly priced items just like ourselves. Let’s come together in harmony on this very important issue that is negatively affecting women, including our daughters, sisters, mothers, grandmothers, and so many more.

created by

pattie chen alyssa hada alex martinez 48