Introduction

GIPS

The Gender, Immobilities, and Precarious Situations (GIPS) is an action-research project based on the intersection of gender inequalities and the specific realities of migrant women in extended precarious life situations in Canada (Québec) and Lebanon.

Introduction

GIPS

Challenges

Lack of representation

They needed to represent who they are and what they do to connect with their audience visually. During the research phase, we couldn’t find anything satisfying that could visually represent the concept of feminist, inclusive, decolonial or transnational.

Solution

Identity creation

We wanted something to portray feminism and equality in a friendly and realistic manner. We had regular meetings with their team to share ideas, conceptualize the illustrations, and develop their brand identity.

Solution

Identity creation

The process

Branding

After understanding their mission, vision and values, we created everything from scratch. We started with a few concepts for their logo, colour palette and typography that could best describe them.

Logo:
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The logo characterizes the older and new generations holding and shielding each other to represent the support for every woman.

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Colour palette:
The colours symbolize power, wisdom, independence and ambition. We presented three different colour palettes, and they liked two of them, so we created a new one with the best parts from those two that they wanted.

Illustrations

We came up with this concept to show the reality of migrant women and to represent women supporting each other from different countries. We presented the first sketch of an illustration, and we wanted it to be something fun, but the reality is nothing like that in a precarious situation. We had to change the concept, and after their approval, we continued the rest of the illustrations.