A project that explores how the use of product communication strategies can engage designers to use feminist perspectives in their design practice.
Unconscious bias maintains an imbalance between genders, which has a profound effect on the
everyday lives of women and other marginalized groups (Criado Perez, 2019). In a world largely built
for and by men, a big part of the population is systematically ignored by default. By utilizing feminism in
the design process, designers can expose the unconscious bias that might influence their project and
create solutions that really work.
everyday lives of women and other marginalized groups (Criado Perez, 2019). In a world largely built
for and by men, a big part of the population is systematically ignored by default. By utilizing feminism in
the design process, designers can expose the unconscious bias that might influence their project and
create solutions that really work.
Through this 5 week project, me and two other designers explored how we can engage all designers to use feminism in their design practice by the use of storytelling. Through thorough research - aiming at design firms, professional designers, interviews as well as different mapping techniques - we have developed a product concept; a feminist brand and a tool to engage designers to use feminism in their design practise.
“f’D” is short for Feminist Design, and empowers designers with physical and digital tools to review
their own projects and decisions with a feminist lens. With the six brand values of “f’D”, curiosity, welcoming, imperfection, ah-ha!, empowerment and trust, we seek to rebrand a word and an ideology that is often misconceived as being extreme, non-inclusive of men or even unnecessary.
Product concept
Brand concept & values
Design strategy
Campaign material example
Project by Julian Hallen Eriksen, Amanda McCusker & Ingvild Hansson Kalsnes