A contemporary take on feminist branding in the educational sector

Abstract

This study explores how branding, along with societal infrastructures, have adopted gender stereotypes and in turn reinforced them within a consumerist society. This has contributed to gender gaps and discrimination which are so deeply rooted, they are no longer identifiable as destructive to some. BLARE is a fictitious non-profitable organisation which strives for equality within educational systems by implementing design choices which reflect data collected through primary research with ambition, individuality and equality at its core. The research makes clear that a gap in relation to gender studies within educational systems, emerging a need for the spreading of unbiased information which calls out the subtleties of these developments. An exhaustive research process contributed to the finalisation of this study, initiating with the collection of qualitative data regarding gender gaps and the formation of gender stereotypes, as well as their implementation within branding and marketing campaigns. Primary research then inspired the final phase of the project which was the development of an experimental contemporary feminist branding campaign.