FREESIA
2019 MFA Thesis Journey of Younjee Nam
MFA THESIS // Younjee Nam
FREESIA
FREESIA
2019 MFA Thesis Journey of Younjee Nam
MFA THESIS // Younjee Nam
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I want to offer women the advantages of reusable menstrual products in terms of health, finance, and the environment.
MFA THESIS // Younjee Nam
CONTENTS
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01. THE ISSUE 06 − 17
04. VISUAL GUIDELINES70 − 83
Background Health Issue Finances Issue Environmental Issue
Brand Naming
02. RESEARCH 18 − 61
05. DELIVERABLES 84 − 179
Ideation Ask Questions Make Connections Audience Persona Focus Group 1 Focus Group 2 Statistical Consequence Insights
FREESIA Posters FREESIA Packaging FREESIA Event FREESIA Website FREESIA Ads FREESIA App FREESIA Exhibition User Journey
03. DEVELOPMENT62 − 69 Proposal Video Strategy Chart Materials Matrix
Logo Development Logo Visual Identity Color Guideline Typography Illustrations Style
MFA THESIS // Younjee Nam
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01. THE ISSUE Background Health Issue Finances Issue Environmental Issue
MFA THESIS // Younjee Nam
Background Women's menstrual products have caused issues for women for years. Problems associated with disposable reusable products that claim to be safe, organic, and clean continue to emerge all over the world. Most companies do not disclose ingredients used in disposable menstrual products. Many women don’t realize that reusable menstrual products can supersede disposable menstrual products. As a person who uses disposable menstrual products, I am interested in these problems and more importantly in the solutions.
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01. THE ISSUE // Background
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Health Issue Disposable pads are whitened with chlorine bleach, which produces a toxic byproduct called dioxin. Disposables also contain plastic chemicals and pesticide residue. These are potentially harmful because the skin is highly permeable, especially the skin in and around the vagina, and these chemicals can easily enter the bloodstream. Most tampons and pads contain surfactants, adhesives and additives. That’s a lot of stuff you don't want near or inside your body.
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01. THE ISSUE // Health Issue
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TSS
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Finances Issue Most women menstruate once per month for about 40 years. If you use 20 tampons per cycle, that adds up to more than 9,000 tampons over the course of your lifetime. There are 3.5 billion women on the planet. On average, a woman will use more than 11,000 pads or tampons during her lifetime, according to Alive. Another estimate puts the number at around 9,600 tampons, or 240 each year. And all those period supplies cost money; Jezebel estimates the average woman spends about $120 on pads and tampons each year.
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01. THE ISSUE // Finances Issue
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$9000
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Environmental Issue Most pads contain polyethylene plastic whose production is a pollutant. Traces of dioxin (a known carcinogen) and the synthetic fiber rayon are also found in tampons. Dioxin is a by-product of the bleaching process in the manufacturing of tampons, and the synthetic fiber rayon can leave residue in the vaginal wall, leading to possible risk of infection and overall discomfort. In landfills, many of these substances can leach into the environment (groundwater, streams and lakes) causing serious pollution and health concerns.
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01. THE ISSUE // Environmental Issue
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62,415 lbs
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01. THE ISSUE
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Model Lauren Wasser made headlines across the world in 2012, when a case of tampon-related toxic shock syndrome (TSS) left her without her right leg and left toes.
I stand not just for a disability, but I stand for women and women's rights about menstrual products. —Lauren Wasser
MFA THESIS // Younjee Nam
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02. RESEARCH Ideation Ask Questions Make Connections Audience Persona Focus Group 1 Focus Group 2 Statistical Consequence Insights
MFA THESIS // Younjee Nam
Ideation First, I embarked on a self-study to understand menstruation. I also learned the medical terminology describing the adverse effects of disposable menstrual products. I found out what kind of reusable menstrual products are available and what kind of materials are used. I also compared them one by one with the disposable products to see which is better. I referred to articles, books, and magazines as I researched this information.
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Ask Questions I did a lot of primary researching find out more about my topic, and I created questions based on my thesis. I made 52 questions based on my initial research. I selected five questions that I thought were the most important. The structure of my questions were in my in reseal were in 6 major following categories: • Questions for Clarification • Questions that Probe Assumptions • Questions about Viewpoints and Perspectives • Questions that Probe Implications or Consequences • Questions about Questions
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02. RESEARCH // Ask Questions
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Questions of Clarification/Concepts
Questions that Probe Assumptions
1. H ow does Toxic Shock Syndrome (TSS) relate to the
10. How can we verify the assumption that the lack
usage of tampons? 2. W hy is the education of different feminine hygiene products important? 3. H ow has the lack of education of feminine hygiene products affected women in the past? 4. W hat main issues do we need to consider in figuring out how to bring more awareness to the risks of disposable ? 5. What do we know about the environmental impacts that disposable feminine hygiene products have brought about? 6. H ow does the social taboo of menstruation relate to the lack of awareness of the risks of disposable feminine hygiene products? 7. W hat is the financial impact of using disposable feminine hygiene products? 8. H ow do the costs of disposable feminine hygiene products relate to the high rate of Toxic Shock Syndrome (TSS) and infections? 9. W hy are washable cloth menstrual pads the best form of feminine hygiene products?
of education of disposable products directly correlates to the rate of Toxic Shock Syndrome (TSS) and infections? 11. How can we disprove the assumption that FDA approved disposable feminine hygiene products are composed of 100% safe materials? 12. W hat would happen if society were more open about discussing female menstruation? 13. W hat else could we assume about the financial and environmental impacts of disposable products? 14. What would happen if the female population as a whole switched over to reusable menstrual alternatives? 15. How can we verify the assumption that washable cloth pads are the best form of feminine hygiene products? 16. How can we disprove the assumption that companies that manufacture disposable feminine hygiene products are disclosing all of the components that go into their product? 17. How do people come to the assumption that disposable feminine hygiene products are safe to use?
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Questions that Probe Rationale, Reason, and Evidence
Questions about Viewpoints or Perspectives
18. What are some reasons that prove that washable
28. What is an alternative to disposable feminine
cloth menstrual pads are the best form of feminine hygiene products? 19. What other information do we need to know before addressing the lack of awareness of the risks of disposable feminine hygiene products? 20. What is the cause of the higher rate of Toxic Shock Syndrome and infections in women of the lower class? 21. What evidence is there to support the negative
hygiene products? 29. In women of different age groups, how would the viewpoints surrounding feminine hygiene products differ? 30. What would someone who disagrees that disposable feminine hygiene products are potentially harmful to women’s health say? 31. How would companies respond to the notion that the list of all materials/chemicals used to manufacture
effects of disposable feminine hygiene products on
disposable feminine hygiene products should be released
the environment?
to the public?
22. How might companies that manufacture disposable feminine hygiene products refute that the information that they provide to the general population regarding their products is insufficient? 23. What led to the belief that education revolving around feminine hygiene products can be improved? 24. Why do companies continue to use potentially hazardous materials/chemicals that are linked to an increased cancer risk in their products? 25. Why do some women continue to use disposable feminine hygiene products even after knowing the risks associated with them? 26. What difference does the switch over to washable cloth menstrual pads make? 27. Why is there a social taboo on female menstruation?
32. Why is it necessary to look at women’s perspectives of lower class in regards to feminine hygiene products? 33. Why is it necessary to look at the amount of refuse produced from disposable feminine hygiene products and the impact it has on the environment? 34. What are the pros and cons of using washable cloth menstrual pads? 35. Who benefits from the switch to washable cloth menstrual pads (both short-term and long-term)?
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Questions that Probe Implications and Consequences
Questions about the Question
36. What are the implications of the continuing usage of
45. How can we find out what influences women’s decisions
disposable feminine hygiene products? 37. What are the consequences of the assumption that all
in the selection of feminine hygiene products? 46. Why is it important to ask why people continue to use
feminine hygiene products have improved over the years
disposable feminine hygiene products after knowing the
and therefore are 100% safe to use?
associated risks?
38. What would happen if people were more comfortable discussing female menstruation and female hygiene? 39. Why is it important that women receive proper education surrounding the different types of feminine hygiene products? 40. How can low economic status affect women’s health and the use of feminine hygiene products? 41. What would happen if feminine hygiene product companies were required to disclose all of the risks associated with the use of their products? 42. How was the conclusion deduced that washable cloth menstrual pads are the best form of feminine hygiene products? 43. Why is it important for the environment that we decrease the usage of disposable feminine hygiene products and switch over to a reusable form of feminine hygiene product? 44. How does the environmental impact of disposable feminine hygiene products affect the general population?
47. What is the purpose of encouraging women to switch over to washable cloth menstrual pads? 48. Why is it important to learn what feminine hygiene products are made of? 49. Why is there limited information surrounding the long term effects of disposable feminine hygiene products? 50. To understand the relationship between financial status and women’s health, what other questions do we have to answer first? 51. What is the purpose of exposing the social taboo surrounding female menstruation? 52. Why is it important to understand the relationship between Toxic Shock Syndrome (TSS) and tampons?
MFA THESIS // Younjee Nam
Connections The process began by identifying camps that impact my topic. The following were the camps I chose to explore further: • Environmental Impact • Cultural Impact • Economic Impact • Personal Impact • Societal Impact Within each camp I identified three elements that were most intriguing and created a deck of cards using one word and an image representing the word. I chose 3 final keywords; Sustainable, Empowering, and Honest. Sustainable means that using reusable menstrual products can lead to a more sustainable life in terms of health, environment, and personal finances. Empowering means that young women should be empowered and educated to choose healthy products. Honest means that women should not be deceived by companies that manufacture tampons and pads and instead should use ethically advertised products.
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MFA THESIS // Younjee Nam
Audience Persona 1
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02. RESEARCH // Audience Persona
Audience Persona 2
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Audience Persona 3
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Audience Persona 5
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02. RESEARCH // Audience Persona
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Outside Target Audience 7
I decided on my target audience’s age as a result of my research. My target audience is women 21-38 years old for five reasons.
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02. RESEARCH // Audience Persona
Outside Target Audience 8
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Focus Group 1 The purpose of this event was to understand the basic menstrual information of women. Most women start their menstruation at different age. Also, their favorite items vary depending on their length and intensity. The point here was to find out exactly how much they know about menstruation and how much they care about reusable menstrual products and disposable products. Schedule 路 Filling out a questionnaire (information on the individual's cycle style) 路 Watching videos (About the negative effect disposable menstrual products) 路 D iscussing (Talking to each other based on the questionnaire questions and videos) 路 Talking about reusable menstrual products and disposable products
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Event Attendees
Digital & Advertising Designer (32) "I was very surprised at this event because I had no idea that there was a problem with the disposable pads I use. I am very interested in the environment, so I try not to use disposable dishes or cups. However, I use disposable menstrual products. I have to reflect. I felt obliged to know more from now on. "
Graphic Desiger & Fine Art (34) "Today, I learned to reflect on the topic. Although disposable products are a very big issue in Korea, I was not interested in them before. "
Filmmaker & Director (25) "I first learned about reusable menstrual products today. I am so excited about it and would like to try it if there is an opportunity. Also, environmental problems are serious nowadays. If we use reusable menstrual products, it will be good for our health, especially because we can reduce garbage. "
Sr. Campaign Manager (30) "I did not even know that reusable menstrual products existed. I have never seen advertisements for them, and I have never seen them on the market. This seems to be a problem because they are not yet popular. "
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Production Designer & Art Director (30) "I had never talked about menstruation with people who were so shy. What I felt today was no longer ashamed of the menstrual sense and I felt I should not hide, because menstruation is a woman's privilege. "
3D Modeler (24) "I do not really want to use reusable menstrual products yet. I am a little afraid that I will have no one around me when I have to put a bulky menstrual cup in my uterus. "
Visual Designer (29) "I am currently using cloth pads because of my mother's influence. I am so grateful to my mother. “
Graphic Desiger (28) "People eat organic food for health reasons. The reason we use reusable menstrual products is that it is good for our health and especially for the environment, so I would like to actively use this product. "
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Spontaneous Interviews
Fashion Desiger (21) "I have never used reusable menstrual products directly, but I am afraid to use them because it seems like a lot of work. But for health, it's part of the problem. "
Fashion Desiger (37) “This is the first I have heard about TSS( Toxic Shock Syndrome). I may have learned it at school, but I do not remember. When I was a child, I was not really interested in health-related education. But now I am interested, but I do not know where I can get accurate information. "
Fashion Desiger (22) "I am a student and I try to save my money because I use it for tuition, but I never imagined that I was spending so much money on the disposable products I was using. "
Graphic Desiger (35) "In fact, I did not know the seriousness of the amount of garbage because I only saw the amount of tampons I abandoned. If people around the world throw away disposable products, the amount of that trash will be enormous. "
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Sales Representative (34) "TSS is a terrible disease. I may get sick, my friends, my family. I felt like I should avoid tampons.�
Healthcare Consultant (25) "I do not really want to spend money on things I use just once before I need to throw them away. However, I spent a lot of money on disposable menstrual products because I didn’t know there are reusable menstrual products. "
Sales Engineer (29) "I always felt it was too disgusting to see garbage piled up when throwing away disposable products in public toilets. I think all the women would have thought the same. "
MFA THESIS // Younjee Nam
Focus Group 2 The second event was to offer an opportunity to learn more about reusable menstrual products. As a result of Event 1, we learned that many people were interested in reusable products, but most of them answered that they were afraid to use them. I created this event to get rid of such misunderstandings and prejudices. I also took time to get to know their thoughts and opinions directly by having see, touch, and in some cases people experience the product. Finally, I polled the audience about my use of illustrational uteruses in my posters.
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02. RESEARCH // Focus Group 2
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Event Attendees
Software Engineer (27) "I thought I was interested in reusable menstrual products, but I did not know there were so many kinds."
Photo Retoucher (26) "I know why people do not know much about reusable menstrual products. It is not popular. "
Researcher (32) "We are no longer ashamed of menstruation and have no reason to hide. We must be clear. The era of embarrassment with images of menstrual products have already passed. "
Piano Teacher (38) "For those who are not familiar with reusable menstrual products, including me, it is helpful and recognizable have even more direct visuals."
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Software Engineer (27) "From today I will discard the prejudices and misunderstandings of reusable menstrual products."
UX Designer (30) "I was nervous to use reusable menstrual products today, but it was better than I thought and it was better than a tampon.�
UI/UX Web & Mobile Designer (29) "I actually tried to use a menstrual cup, but I failed. What I felt today is that I used it the wrong way. It seems like we need a chance to learn more specifically and more clearly. "
MFA THESIS // Younjee Nam
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Spontaneous Interviews
Admission Representative (35) "I was too scared to use menstrual cups at first. It was a bit difficult because I was not familiar at first, but it was good because I could use it easily when I knew what I was doing."
Finance Manager (37) "I knew I was scared. There is a psychology about menstruation that people do not know it well are afraid at first. I hope that the reusable menstrual products will be more actively promoted for women. "
Admission Representative (32) "I am a woman. A period is a woman's privilege. There is no reason to be ashamed and conceal it. Those who are ashamed are ashamed of themselves "
Admission Representative (32) "I thought I knew about reusable menstrual products, but I learned I did not know much about it today."
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Admission Representative (31) "Our health begins with everything we care about. I hope there are a lot of ways to attract interest. “
Fitness Studio Sales Manager (26) "Today is the first time I have ever talked about menstruation like this. We wonder why we are not good at sharing about menstruation. There are so many good things to share. "
MFA THESIS // Younjee Nam
Statistical Consequence I surveyed a total of 28 women about menstruation and their use of menstrual products. I learned about their relationship with reusable menstrual products. I got a lot of information that I need for my project from the women who participated in the questionnaire. Below I will share the information provided by the 28 women who participated.
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Which menstrual products do you use? The most popular products are tampons. The greatest number of women use both tampons and pads. The reason is tampons are more convenient and more popular than other products. Some women say that when they started their first menstrual period, they used only
Only Tampons Only Pads Tampons & Pads
tampons, so they thought there were only tampons. Only Reusable Products Reusable & disposable products
Who influenced your choice of products? More than half of the respondents were women who, when they started menstruating, used the same products as their mothers had used.
Mom Friend Mom & Friend at the same time Sister Other
What factors determine your choice of menstrual products? Most people interviewed said that safety is the biggest factor in determining their choice of menstrual product. People care for their health. And in terms of price, there was a big gap between those who cared a lot about price and savings, and those who didn’t care about price.
Design Price Convenience
Some people were somewhat wary of organic products because they are expensive. Regarding environmental concerns, many people are interested in, but do not know, how menstrual products can be environmentally friendly.
Safety Environmental Concerns
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Have you ever heard of reusable menstrual products? Many people have heard of reusable menstrual products, but there were still a lot of people who had never heard of reusable menstrual products, so this was surprising to me.
Yes No
Are you interested in reusable menstrual products? Among the people who know reusable menstrual products, many people said they were interested in these.
Yes No No Idea
Why do you think you have never heard of reusable menstrual products? 1. 60% of people said they have never seen reusable menstrual products. 2. They are hard to find because the products are not generally advertised. 3. There is not much interest in new menstrual products. There were many answers. The most important point is that the popularity of this is very low.
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Why are you not using reusable menstrual products that you are interested in? 1. People who have not used it are afraid. 2. They do not know how to use it, and they have no place to get advice. 3. They think reusable menstrual products are uncomfortable. ¡ Many of the respondents were interested, but were afraid, and thought reusable products would be difficult to use.
Do you know exactly what reusable menstrual products are? Surprisingly, women know what reusable menstrual products are, but there are more people who do not know the variety available nor do they have detailed information.
Yes No
Do you know whether or not disposable menstrual products have adverse effects? Nowadays, tampons are still harmful to the body, so many people know that disposable menstrual products have adverse effects. However, the problem is low awareness of adverse effects, and there were more people who did not realize the cost over time of disposable products, nor did they understand the potential environmental damage.
Yes No
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Have you heard of TSS (Toxic shock syndrome)? Of course, many people knew about TSS because it was they learned about in school, but there were a few who did not know. Many of them did not even know why disposable menstrual products had adverse affects
Yes No
because they did not know that TSS can occur with tampon use.
Is the design of the female genital icon distasteful to you? It was unpleasant for some to see the actual image of the uterus, but there were many other people saying that it would be ok to use the uterine image if it were used as an illustration. However, some people said that even the
Yes No
illustrations may be a little distasteful in such detail, so I think I should rework that part.
Would you prefer not to see reusable menstrual products directly in menstrual product advertising, posters, etc? Many people are fine seeing reusable menstrual products in advertising. The reasons for this are that some people do not know much about this product, and most of all, it seems that it is visually stronger to show certain products, so that people can try things that interest them. Some of the answers suggest that women's menstruation should no longer be hidden or something to be ashamed of.
Yes No
It is true that women care the most about their health. However, there are a few people who care more about money than health and people who are interested more in nature conservation. Reusable menstrual products are still unfamiliar to many women. My purpose is to let many women use this product.
MFA THESIS // Younjee Nam
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Insights 1. More than half of the women who answered my
7. Many women were wondering how to use a tampon and
questionnaire had heard of reusable menstrual
reduce waste, and more especially concerned about
products, but the other half of the women did not know
plastic applicators.
about them. 2. All participants were educated about sex or health during their school days. However, some people had never received any education about why menstruation is important to us and what products to use. 3. Many women are interested in reusable menstrual products, but they are afraid to use them because they are unfamiliar with them. 4. Some women have turned to organic products for their health, but others feel that they are too expensive to use for long periods of time. 5. Some people have heard that disposable menstrual products have adverse effects, but they were very interested when I told them about the negative aspects of disposables and explained the reusable products. 6. My interviewees agreed that my demographic age range should be 21-38. This age is beginning to have economic power and these ages are especially interested in health and the environment.
8. Many women find it disgusting to see menstrual product garbage in the bathroom. 9. Women need to have menstrual products, but menstrual products carry a large financial burden over decades of use. 10. Many women respond to advertising and other public campaigns. 11. Many women want to use reusable menstrual products when they see the adverse effects of disposable products with their own eyes.
02. RESEARCH // Insights
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03. DEVELOPMENT Proposal Video Strategy Chart Materials Matrix
MFA THESIS // Younjee Nam
Proposal Video In Visual Communications class I made a video to show what I'm going to do in the future. I first introduced the background and problems presented by this topic, and divided the Strategy Chart into health, finance, and environment. I thought about the deliverables related to the three insights, and I made a three-minute video showing how I could approach my outcome and make it successful.
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Strategy Chart Topic Area Benefits of using reusable menstrual products over disposable menstrual products
Outcome Promote and encourage women to use reusable menstrual products
Audience Women who are 21 to 38 years old
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Health
Finances
Environment
Insight
Insight
Insight
While commonly used, disposable
Due to the lack of advertising
Women prefer disposable menstrual
menstrual products contain
surrounding reusable feminine
products for the sake of convenience
chemicals that are harmful to women,
hygiene products, many women
and as a result, disposable menstrual
but many do not know that reusable
are unaware that using reusable
products make up a significant
menstrual products exist or how to
products can save money.
percentage of toxic waste worldwide.
Strategy
Strategy
Strategy
Convince women to use healthy
Raise awareness about
Advocate for environmentally friendly
menstrual products.
cost-efficient, reusable
feminine hygiene products.
use them.
menstrual products.
Deliverables
Deliverables
Deliverables
Show visually friendly videos about
Design reusable menstrual product
Create a campaign to increase
women's incorrect perceptions and
ads promoting the existence of
awareness about the negative
make them familiar with reusable
reusable menstrual products and
environmental impacts of these
menstrual products at the event.
compare financial advantages.
products and hand out reusable
Design an easy-to-understand
menstrual products as an
branding website and recommend
environmentally friendly alternative
and explain how to use reusable
to the disposable products.
menstrual products. Send and receive e-mail with obstetrics and gynecology doctors about health related questions.
Â
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Materials Matrix Health
Finances
Environment
Strategy
Strategy
Strategy
Convince women to use healthy
Raise awareness about
Advocate for environmentally friendly
menstrual products.
cost-efficient, reusable
feminine hygiene products.
menstrual products.
Deliverables
Deliverables
Deliverables
Ad's
Event
Exhibition
App
Website
Posters Package Design
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Posters
Ad's
Package Design
Event
$
App
Website
Exhibition
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04. VISUAL GUIDELINES Brand Naming Logo Development Logo Visual Identity Color Guideline Typography Illustrations Style
MFA THESIS // Younjee Nam
Brand Naming My brand name is FREESIA. Freesia is the name of a flower and this flower symbolizes the idea of supporting new beginnings. Why is this brand the name of a flower? Usually, many people give flowers when they celebrate. My logo congratulates women use my brand, it means trying this brand will support and benefit them when they use it.
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Logo Development
f rees ia
Freesia
freesia
freesia freesia
reesia
FREESIA
EESI
R
A
F
MFA THESIS // Younjee Nam
Logo Visual Identity My logo contains three representative icons. The most representative icon is the Freesia flower in the middle of my logo. The two other icons are the menstrual cup on the right side of the logo and the cloth pad among on the left. These are the two reusable menstrual products made by my brand. To express the idea of reusability, I created a circular shape that has these three icons. This logo looks similar to the certification marks used in organic products, which communicate superior quality. My brand emphasizes that that its products are made of high quality, safe materials that are good for women. I created a stamped logo to express strongly that my brand always encourages my customers to live a better life. As the customer is female, I emphasized the organic shape of the Freesia flower, while creating a solid circular shape around it to communicate the stability of this brand.
Recycle
Freesia
A Menstrual Cup
A Cloth Pad
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MFA THESIS // Younjee Nam
Color Guideline I use pastel colors that are soft and comfortable. The pink color represents femininity. It represents the blood of menstruation, and it also refers to a woman's uterus. Blue means health. It expresses a clean and clear feeling. Yellow is the gold color of money. Green represents the color of nature. These color references are common enough that they can be easily understood.
Femininity
Health
Money
Nature
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04. VISUAL GUIDELINES // Color Guidline
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R: 219 G: 229 B: 237
R: 174 G: 194 B: 210
R: 40 G: 66 B: 97
C: 17 M: 7 Y: 5 K: 0
C: 36 M: 18 Y: 12 K: 0
C: 90 M: 78 Y: 49 K: 13
R: 220 G: 227 B: 217
R: 138 G: 161 B: 108
R: 54 G: 90 B: 73
C: 17 M: 7 Y: 16 K: 0
C: 53 M: 27 Y: 65 K: 0
C: 81 M: 56 Y: 75 K: 19
R: 242 G: 223 B: 218
R: 234 G: 185 B: 188
R: 207 G: 126 B: 154
C: 5 M: 16 Y: 12 K: 0
C: 7 M: 35 Y: 18 K: 0
C: 19 M: 60 Y: 20 K: 0
R: 240 G: 233 B: 217
R: 247 G: 203 B: 95
R: 239 G: 177 B: 79
C: 7 M: 9 Y: 16 K: 0
C: 3 M: 24 Y: 69 K: 0
C: 5 M: 37 Y: 73 K: 0
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Typography
ITC Avant Garde Gothic Bold ABCDEFGHIJKOLMOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*() Demi ABCDEFGHIJKOLMOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*() Book ABCDEFGHIJKOLMOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()
04. VISUAL GUIDELINES // Typography
SkModernist Bold ABCDEFGHIJKOLMOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()
Regular ABCDEFGHIJKOLMOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()
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MFA THESIS // Younjee Nam
Illustration Style My theme is a theme of physiology, so using a realistic picture can be off-putting to people. I tried to create a softer and more intimate look by using organic shapes and details, especially in the flowers which were hand drawn to express the beauty of women.
FREESIA
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FREESIA
05. DELIVERABLES FREESIA Posters FREESIA Packaging FREESIA Event FREESIA Website FREESIA Ads FREESIA App FREESIA Exhibition User Journeys
MFA THESIS // Younjee Nam
FREESIA Poster Process At first, I tried to express the image of a female form by drawing a female image. The problems with these posters were that they were weak in content delivery. On this poster, people did not understand the meaning of what I was saying and were confused. So I thought about these points and tried to think about new poster designs.
FREESIA
05. DELIVERABLES // FREESIA Poster Process
Follow us
09.09.2019 10am—8pm
Union Square San Francisco freesia.com
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MFA THESIS // Younjee Nam
Final FREESIA Posters Poster: I made four posters. The main poster includes three icons representing health, finance, and the environment. The other three posters include a single icon that represents either health, or finance, or the environment. The freesia bouquet in the middle of the main poster celebrates your choice of this product, and expresses how your choice improves your life. • Health By using the image of a uterus, I am creating an icon that emphasizes women's health. • Money By using the image of a piggy bank, which is a symbol of collecting money, I am creating an icon that represents positive finance. • Nature By the using the image of flowers growing out of a menstrual cup, I am creating an icon that communicates a nature-friendly product. It connotes environmental responsibility.
FREESIA
MFA THESIS // Younjee Nam
FREESIA
MFA THESIS // Younjee Nam
FREESIA Packaging I created package design to sell FREESIA's menstrual cups and cloth pads. There are two kinds of products, and three varieties of each product, for a total of six package designs. There is also a seventh package design for a mixed pack. Package designs express Health, Savings, and Environment, which are three elements of my project. • Front Main logo and name of the product are shown. Right side: FREESIA website. • Back Il lustrat ion of the shape of the product, marks that indicate authentic products, and a brief description of the product. • Instruction Manual The instruction manual clearly describes how to use the product and how to care for it.
FREESIA
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MFA THESIS // Younjee Nam
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MFA THESIS // Younjee Nam
FREESIA Event The purpose of the event is to create an educational forum that can help women learn about reproductive health and make the right choices. When women become adults, they do not have access to education like a school, so I made such an environment and opportunity as an event. • Discount Card • Video • Speaking • Booklet • Experience
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MFA THESIS // Younjee Nam
FREESIA
Event Discount Card This card adds a 5% discount when customers purchase items at the mall. The reason this card is distributed to the guests is to bring them to the FREESIA event. Customers must attend the event to use the discount card. As a result of my research, I found that companies frequently attract customers with discount coupons when they advertise in shopping malls. So I use this discount card to promote the FREESIA event in the same way.
Â
You can see the information about FREESIA after removing the card. And below is "This discount card works only if you participate in this event."
MFA THESIS // Younjee Nam
Event Video It helps women understand the negative aspects of disposable menstrual products that they did not know about, and many misperceptions are explained in the video.
Introduce Menstruation
01. You Can Warn You
02 You Can Make You Beautiful
03 You Natually Cleanses You
04 Helps You Live Longer
Introduce Disposable Products
FREESIA
MFA THESIS // Younjee Nam
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MFA THESIS // Younjee Nam
Event Booklet The booklet shows the types and usage of reusable menstrual products, and I explain these in detail with illustrations so that people can easily understand what I am trying to communicate. • Company Introduction • Product Description • Usage and Management • Q&A about Products
FREESIA
MFA THESIS // Younjee Nam
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Event Experience The event creates an opportunity for people to see and touch goods they do not know well. Attendees can put the cup directly into the model female genitalia and learn how to use it.
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MFA THESIS // Younjee Nam
FREESIA
MFA THESIS // Younjee Nam
FREESIA Website This website is an educational site that makes it easy for women to understand the problems of disposable products and the benefits of reusable products. FREESIA also sells products so women can buy reusable products. The main point of this website is that women can get an email consultation with gynecologist. We provide services that make it easier for women to ask questions whenever they have an abnormality or a concern, wherever they are. This website is divided into 5 pages.
FREESIA
MFA THESIS // Younjee Nam
Home 1. Description of the FREESIA brand Introduction of FREESIA and our three areas of emphasis.
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Menstruation 2. Description of period and disposable menstrual products - Explains how periods affect women. - Describes in simple images how disposable menstrual products have an adverse effect.
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Shop Introduces FREESIA's menstrual cups, cloth pads, and tells you how to use these products.
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Consultation 4. Doctor consultation Women who are anxious or worried about menstruation can consult gynecologists by email. Reason for email consultation: 1. Many women are afraid to go to the hospital. 2. Many women may think their problem is too small to make an appointment for a doctor’s office visit. No problem is too small for FREESIA.
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Activity This page that tells about events held at FREESIA and informs of other related women’s events.
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FREESIA
FREESIA Ads Create ads showing how reusable menstrual products are more economical and can help women save. These ads can be for magazines, supermarkets, and public restrooms that women often use. (Everyone likes to save money. It is this psychology that drives this direct marketing. Many factors of products for women often advertise in supermarkets in women’s restroom stalls which women, so that they can share their messages with their target audience directly.)
Don’t Say
Goodbye To Your Money
Who says a healthy lifestyle and a healthy bank account can’t go hand-in-hand? FREESIA offered a win-win situation for better physical and financial health. Download the app today at www. freesia.shop
Say
Hello
To Your Savings
 � www. freesiashop.com
MFA THESIS // Younjee Nam
FREESIA
MFA THESIS // Younjee Nam
FREESIA
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FREESIA App The main function of this app is to clearly show the menstrual calendar and track money savings. The app is divided into five systems. • Calendar (Menstrual calendar, Event calendar) • Shop (FREESIA's products) • Savings (Coupon graph, Money saving graph) • Share (Question sharing) • Account (settings)
Sign Up/Log In
Menstrual Cycle Length
Period Length
Last Period Numbers
Calendar
Shop
Savings
Share
Account
Menstrual Calendar
Pads Shop
Coupon Check
Menstrual Information
Patment
Menstrual Cycle Check
Cups Shop
Coupon Information
Products Information
Purchase History
Menstrual Cycle History
Bags Shop
Saving Money Numbers
SHare Information
Help
Menstrual Information
Choosing a product
Comments
Alarm
Health Check
Product Reviews
Event Calendar
Cart
Events Information
Pay
Settings
MFA THESIS // Younjee Nam
Before you begin: Entering personal information. Enter your own menstrual cycle and date. Based on the data, it calculates and informs you of the next menstrual date.
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FREESIA
1
3
1
2
Event Calendar: An event calendar page that tells about events held at FREESIA and informs of other related women’s events.
Menstrual calendar: You can enter your menstrual cycle. Each time you start menstruation, you can earn 1 point by pressing the start button and typing in the type of products you used.
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Cycle History: Easily see your menstrual cycle and the details hat you have entered.
MFA THESIS // Younjee Nam
FREESIA
05. DELIVERABLES // FREESIA App
Shop: There are three slots in the shop: menstrual cups, cloth pads, and mixed packs. Each product description is give in detail, and videos are put together so that women who are not familiar with this product can easily understand it.
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FREESIA
Users can see FREESIA flowers growing as money is saved, so users can get the feeling of raising these flowers.
Money saving graph: The money saved by the user using reusable products is divided into years and displayed numerically.
05. DELIVERABLES // FREESIA App
Coupon graph: It is shown in numbers so that you can easily see the points you have accumulated so far. The higher the points, the more products you can buy. You can also get gifts. The benefits are not only FREESIA products, but women's cosmetics and fashion items.
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FREESIA
Share: You can press this share button and recommend or share this product with your friends or people around you. You can share only once a day, and you can get 5 points each time you share.
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Account: It is possible to modify personal information, account, etc. In the settings section, you can set the alarm so that you will be notified when your period approaches.
MFA THESIS // Younjee Nam
App User Testing I created an app that women want to use and that is always easy to use. Menstruation is a physiological phenomenon and most women check their menstrual cycles. I've done a lot of user testing to get the app I need and that is easy to use. There are parts that I thought were perfect but testing showed the users did not understand well. The position of the button for the hand determines the user's discomfort or ease. I have done a lot of tests, many times, to complete the FREESIA app. I did user testing to make a final check with this completed app.
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Interim Finance Manager (33) I like the color of this app very much. I actually liked the design so much that when I first saw this app, I felt that all the icons were pretty and I wanted to use it. The woman-related color is all pink, but the particular pink color used in this app was so beautiful the I really loved it even though I normally don’t like pink. This app also used yellow, but the pink and the yellow match well, so the whole app seems to be very nice.
Freelance Writer (29) When I pick an app, I first think of it as an app that I can use for a long time. I do not like unused apps going around on my cell phone. I like to check my menstrual calendar in this app. This app is needed for me because I always check the menstrual date. In particular, I mark my body condition in detail and check the condition of my body by looking at it graphically. With this app, it is possible to know the status of my body at a glance with detailed numbers and graphs.
Colleage Student (22) I was unfamiliar with reusable menstrual products, so I was hesitate to use this product. However, this app is designed to help users to use reusable products. First, it shows the amount of money I can save directly. And most important of all, points can be collected so that discount coupons are created, so users will participate in collecting points. Everyone likes money. I think showing saving is very effective. This has interested me in trying reusable products.
MFA THESIS // Younjee Nam
FREESIA Exhibition This exhibition has created opportunities for people to see and feel the result of menstrual product trash themselves. Based on my initial surveys, people throw away trash without knowing the consequences. The garbage of disposable menstrual products used by many women is abandoned here and there and adversely affects nature. Most importantly, people can not stop the habit of using disposable menstrual products Immediately because they are used to these products. Rather than simply recommending the use of reusable products, it is most effective to recommend reusable menstrual products after showing the trash left behind by disposable menstrual products. Exhibitions include photos, sculptures and stores.
FREESIA
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MFA THESIS // Younjee Nam
Exhibition Pamphlet This reinforces the campaign’s meaning and introduces reusable menstrual products to women. The pamphlet includes a map of the exhibition that explains the meaning of the different artworks in more detail.
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Exhibition Photos The exhibit will show serious waste photographs of actual disposable products. It helps women comprehend the serious trash problems with their own eyes.
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Exhibition Sculptures The refuse generated by disposable products is piled up in a sculpture of a female body. It acts as a symbolic warning of the physical danger of using disposable products.
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MFA THESIS // Younjee Nam
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MFA THESIS // Younjee Nam
FREESIA Eco Bag Give people organic cotton, U.S made gift bags to those who participated in the campaign. This reminds them about the lessons learned at the exhibition.
FREESIA
MFA THESIS // Younjee Nam
User Journey 1
Mary has never heard of reusable menstrual products, and she does not know about the negative effects of disposable products.
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She sees the FREESIA event poster while shopping.
She picks up a FREESIA discount postcard.
MFA THESIS // Younjee Nam
FREESIA
Then she also goes to the event, gets a booklet on reusable menstrual products.
And watches a video on the negative effects of the disposable products.
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listens to women at the event who describe their harmful personal experience about this.
Mary also has a chance to see.
MFA THESIS // Younjee Nam
FREESIA
And touch various FREESIA products.
At home she accesses the website, buys the appropriate products.
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And consults with professionals available through the website.
MFA THESIS // Younjee Nam
User Journey 2
Eve has heard of reusable menstrual products, but she does not know what they are, and she has never seen ads for reusable products anywhere.
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She goes to the supermarket, sees FREESIA ads there, and is interested in the savings indicated in the ad.
She takes a picture of the QR code so that she can access the app for downloading, and she does so.
MFA THESIS // Younjee Nam
FREESIA
Then she buys certain products she saw on the ad.
The app also has a menstrual calendar function so that she can check her menstrual cycle every month. She uses the menstrual calendar in the app to record information about her menstrual cycle.
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And gets points whenever she enters data.
These points allow her to buy items at discounted prices.
MFA THESIS // Younjee Nam
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This app also calculates how much money she can save over time by using reusable products. With FREESIA, she can save money and take care of her health.
MFA THESIS // Younjee Nam
User Journey 3
Ann knows about reusable menstrual products. She is interested in them, but she is afraid to use them.
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She is at Westfield in San Francisco and happens to see the FREESIA event poster.
She picks up a FREESIA discount postcard.
MFA THESIS // Younjee Nam
FREESIA
She is at Westfield in San Francisco and happens to see the FREESIA event poster.
She picks up a FREESIA discount postcard.
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She is at Westfield in San Francisco and happens to see the FREESIA event poster.
She picks up a FREESIA discount postcard.
MFA THESIS // Younjee Nam
FREESIA
She is at Westfield in San Francisco and happens to see the FREESIA event poster.
She picks up a FREESIA discount postcard.
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She is at Westfield in San Francisco and happens to see the FREESIA event poster.
MFA THESIS // Younjee Nam
FREESIA
My hope is to use the Graphic Design Skills, I have learned in to improve women’s lives and take care of themselves.
Thanks to my Thesis Professors Wioleta Kaminska, Paul Derby and Phil Hamlett. In this class, which is more than half of my school life, I have learned a very valuable lesson. I learned the basics that a graphic designer should have, such as how to create a strong message for my clients and how to analyze and solve the problems of my topic. I am so happy to feel that I am developing. It is thanks to the professors who made me develop.
MFA THESIS // Younjee Nam
Contact
Younjee Nam
younjeenam@gmailcom
Website
younjeenam.com
School
Academy of Art University MFA School of Graphic Desin and Digital Media
Instructor
Wioleta Kaminska Paul Derby Phil Hamlett
Book Bindery
Blurb.com
Photography
Unsplash, Younjee Nam
Title of Book
FREESIA
Cover Stock
Image Wrap Matte Finish
Text Stock
Proline Uncoated #100
Fonts
ITC Avant Garde Gothic, Sk-Modernist
Software
Adobe Creative Suite
2019 All Rights Reserved No part of this publication can be reproduced without expressed permission from Younjee Nam.
FREESIA
MFA THESIS // Younjee Nam
www.mfa-thesis-freesia.com www.freesia.shop
FREESIA