EAT GENDER NORMS
Illustration | Zine mock-up 2021
My roles: ILLUSTRATOR, FRONT PAGE, CONCEPT DEVELOPMENT, CO-WRITER, CO-EDITOR, MOCK-UPS
THE CLIENTTSPTR is a brand with a passion for both great design and a good story, creating clothing with both a purpose and a narrative. Drawing from 20th century American counter-culture, military, and sports themes, TSPTR shares stories that are true, soulful, and need to be heard.
Create, publish and exhibit a Zine that connects with and celebrates the brand TSPTR through their Spring/Summer 2022 Journal, the creative starting point being through the theme of revolution- ordinary people bringing about change by doing extraordinary things.
THE APPROACHAfter a talk with Russ Gator, the founder of TSPTR, he said that the brand’s silhouettes can be worn by anyone, that the brand is worn 60% by men and 40% by women, and that it is meant to appeal to a wide age group. However, when analysing the brand, we* found that the silhouettes are overall masculine and the models are mostly men, and also that the main consumers are Generation X, which overall does not reflect what the brand aims to achieve.
Therefore, we explored the topic of feminism, more specifically gender inequalities, however specifically from the point of view of women, thus aiming to appeal to this 40% of the brand’s customers that were not well represented. One of the main elements of the brand is the combination of a good aesthetic with a hidden message, also being inspired by the American countercultures of the 1960s.
The women’s suffrage movement was the decade long fight to vote for women, they outlined the need for equality among men and women. Today there is a slight bit more of excitement such as parades and conferences yet women still face issues in the workplace, sports, households, healthcare, and more. Empowered women contribute to the health and productivity of their families and communities creating a ripple effect that benefits everyone. Equality for women in society is still lacking and needs to be worked on.
Our big idea for this zine was to celebrate women and tackle the theme of revolution being 'ordinary people bringing about change by doing extraordinary things' with our own interpretation- that revolution is women addressing their perspective and challenges of life by not accepting the male dominant society.
The concept used was about being passive-aggressive and putting audacious narratives in an upbeat environment. Gender inequality feels like a never-ending topic and this concept encaptures this problem by showing the intensity of being sick and tired of it, expressing it in an irreverent rebuke- eat gender norms. TOV: sassy, sarcastic, and annoyed.
Concept 'Eat Gender Norms'
Zine 'Eat Gender Norms' explores gender inequalities from the perspective of women with a sarcastic tone of voice. Chipping away at rigid and sexist norms, women together continue to redefine expectations in today's world. Their nonchalant attitude inspires them to embrace and celebrate
imperfections and this authenticity about the challenges of life rings true to them. These shared experiences are what this zine is all about. It discusses inequalities in workplaces, households, and sports, containing quotes of real women expressing their stand.
Below, you can find a few pages of the zine that I was responsible for
My design process of one of the pages
*Credits for this project also go to MELISSA MORLEY, JASMINE PHILLIPS, OLIVIA COTTON & ROSEANNA MANDELSTAM
Alternative concept 'POP This Cycle
Alternative concept 'ReLOVEution'
“An abundance of secondary research has led to questions later answered in primary research and, therefore, many solid insights taken forward for both your topic and brand. You have explored creatives tackling similar enabling your zine to find its niche aesthetic and area of difference considering the TSPTR brand and your topics visual codes including your own original artwork.” topics,
- Jay Harris, Art Director