Future Femme Zine
For my final year project, I was tasked with researching a topic I was passionate about and within that, identifying a problem, a consumer need and a solution in the form of a product or service along with promotional and marketing materials to support it. From here Future Femme was born!
Future Femme is a publication dedicated to uplifting young women by tackling current and impactful issues through relevant and engaging content. It aims to create a community and safe space for like-minded individuals to come together and share their stories in order to change the narrative for the better.
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My project was based on the objectification of women in society and its impacts. After thorough research into the topic I identified:
Problem:
Gen Z women feel the desire and need to conform to current societal beauty standards in order to feel adequate in today’s society, leading to mental and physical health impacts. They are hardwired to self-objectify because of how they have been treated and viewed in a misogynistic and male-dominated world for centuries; they internalise the outside view.
Consumer need:
There is a desire for realness and authenticity, they are tired of disliking how they look or feeling they need to change to be worthy or happy.
Aim:
I aim to encourage Gen Z females to start to positively alter any negative feelings and thoughts towards themselves, in an engaging and innovative way.
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From these insights and further consumer research I developed:
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The Big Idea:
Using the idea of positive memories and nostalgia, to put focus on the authentic and meaningful aspects of life, aiming to improve happiness, confidence and view of self.
The Concept:
This concept is all about using the past to shape the future, by encouraging one’s positive feelings of nostalgia, through the theme of retro-futurism. It incorporates a combination of 80s-00s fashion, media, art and architectural influence as well as modern influences inspired by the retro-futuristic theme; making it both an authentic, but relevant and timely concept. Appropriately named ‘Back to the Future’ this concept endeavours to achieve the aim of my idea through a fun and playful tone of voice and is relevant not only to my idea but my research behind it; the way nostalgia creates aspiration for the future.
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To support the release of Future Femme I created a carefully curated communications plan and
consumer-targeted promotional content, including:
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A launch event at three major ‘Cow Vintage’ (vintage clothing brand) locations across the UK, promoted by visually engaging print marketing and a Guerrilla marketing campaign. This involves retro-style arcade games placed outside of each of the event locations, displaying all of the necessary details on-screen; aiming is to cause intrigue and start conversations.
Lastly, social media accounts for the publication and promotional posts from the official Cow Vintage account, promoting the release of the Zine and the launch event to the relevant audience and broadening the reach.
Flyers & Posters in Context
Guerrilla Marketing Mock Up & Event Design Recipie
Event Floor Plans
To read more about the research and development of my project please click on the following links or contact me directly at h.daws@sky.com