The Her Project is a group assignment for my master's in Fashion Marketing which received a distinction. It involved creating a made-up innovative brand concept and presenting it through a brand book. We all had different tasks assigned to us in the group and I was in charge of the design. The brand book goes in-depth into our brand, from its place in the market, target audience, aesthetic and much more.
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The Her Project is a feminist community brand whose aim is to create a positive definition of feminism which has often taken a toxic and radical approach. It encourages men to be a part of the conversation and be more open to feminist issues. The Her Project is a community where women can feel safe and supported, offering a variety of services from events, talks, podcasts and merch. Often feminist brands ironically use pink which is associated with being stereotypically for women. Therefore this brand seeks to use a warm, yellow colour palette that is appealing to all genders. Yellow gives the feeling of positivity and warmth, the kind of message the brand wants to embody.
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