ex p o u n d

MIA HOGG
GRAPHIC DESIGN
U1760963
 PAGE 3-4
INITIAL THOUGHTS/ BRIEF RESEARCH

PAGE 5-7
INTRODUCTION TO IDEA ONE

PAGE 8-10
SKETCHES AND DEVELOPMENT (IDEA ONE)

PAGE 11-12
INTRODUCTION TO IDEA TWO

PAGE 13-15
SKETCHES AND DEVELOPMENT (IDEA TWO)

INDEX

PAGE 16-17
INTRODUCTION TO IDEA THREE

PAGE 18-24
RESEARCH BEHIND FEMINISM

PAGE 25-26
LAYOUT INSPIRATION

PAGE 27-36
DESIGN PROCESS

PAGE 37
COPYRIGHT CREDIT

PAGE 40-51
FINALS
 INITIAL THOUGHTS
My initial thoughts of the brief were to go about this brief in
relation more specifically involving space and science. However
after re-reading the brief I then came to some other conclusions,
surrounding the realisation that earth isn’t perfect. This involved
picking out specific topics which would give me enough to work with,
although I still had an idea involving the way the earth evolved. In the
end, I went for something more realistic and relatable to humand
which ultimately would portay earth exactly how it is - rather than
glorifying it and neglecting the negatives.
 THE GOLDEN RECORD
Pioneers 10 and 11, which preceded Voyager, both carried small met-
al plaques identifying their time and place of origin for the benefit
of any other spacefarers that might find them in the distant future.
With this example before them, NASA placed a more ambitious
message aboard Voyager 1 and 2, a kind of time capsule, intended to
communicate a story of our world to extraterrestrials. The Voyager
message is carried by a phonograph record, a 12-inch gold-plated
copper disk containing sounds and images selected to portray the
diversity of life and culture on Earth.
IDEA ONE
 T H E M AT R I X
Are we living in a computer stimulation? A popular argument for the
simulation hypothesis came from University of Oxford philosopher
Nick Bostrum in 2003, when he suggested that members of an
advanced civilization with enormous computing power might decide
to run simulations of their ancestors. They would probably have
the ability to run many, many such simulations, to the point where
the vast majority of minds would actually be artificial ones within
such simulations, rather than the original ancestral minds. So simple
statistics suggest it is much more likely that we are among the
simulated minds. With this in mind it could turn people mad as the
thought of us not actually being here is scary.
 RED PILL / BLUE PILL
So with this first idea, I was going to go with the idea of choosing
your own fate similar to in the matrix.. The red pill means you would go
about your life knowing you are in the matrix and trying to understand
more about the reality v the stimulation, where as the blue pill means
you go to sleep wake up and don’t remember anything about the
stimulation life and carry on your life in blissful ignorance. With this
in mind, my first idea consisted of creating two boolets. One booklet
would be the “red pill” effect, and the other the “blue pill” ; each boo-
let would be concealed in an envelope and would leave the potential
viewers to choose what they want to see, essentially. .
 SKETCHES
In my sketches, I created a mock up layout of the “red pill” booklet.
The booklet would be very busy and full of warped text to represent
the warped reality we may live in. The booklet will start by explaining
how we could be living in as well as proof in the form of photographs,
illustrations will help solidify hectic layout.
 DEVELOPMENT OF
SKETCHES
I developed my sketch into an InDesign layout which i was fairly
pleased with, although if I was going to develop it further I’d probably
in corporate more “red” tones into the work. As the red would be
relevant to the choice they made in the first place; However red is
also a very emotionally intense color which also ensures that the
viewer is feeling attached and into the mood I’m portraying. When
devloping my sketches I made realisations about how small pages
don’t work as well when made up in reality, and that certain aspects
looked better in the sketch.
IDEA TWO
 PERCEPTION OF TIME
My second idea was to show different perceptions of time, in
particular the different perception of different days in the week. As
I feel this would be a good way to present our views and how our life
planned out. I planned to create a booklet which showed different
days of the week through the eyes of different people, making use
of about 4 differnt perspectives within different age ranges. For
example: a Sunday is a much varied day in my opinion ; for me as a
waitress my whole sunday is spent working where as when I was a
kid it would be a chill day or I suppose it would be me eating the food
being served by another waitress.. etc..
 L AYO U T
I N S P I R AT I O N -
SOFIA LEATE
This narrative of the layout describes some gestures of
everyday life that have their own pace as the use of the
toothbrush, the ticking clock, the changing of the calendar
pages. All these elements translate in a slow and repetitive
rhythm. I want to in corporate this pace and repetitive flow of
illustrations ans colours throughout the perception of time.
Depending on the characters eyes i’m percieving the rythmn
will change. I also like the use of multi-media materials and
mix of illustrations and images.
 SKETCHES
The sketches represent the different ages of humans and how they
think/feel about specific days of the week. In this sketch I’m focus-
ing on sunday. So for the teenage perspective (around my age) I used
personal experience, and because I work on Sundays I spend my day
wanting it to be over. To represent this I sketched up a watch , as it
shows how I’m constantly looking at it in order for it to go quicker.
The blocked out rectangle represents another piece of media, like a
different material/sketch/colour. On the other hand the kids perspec-
tive, in my eyes would be playing out ; as i think thats what people
can relate to in their own memories. I was thinking for this I could cre-
ate a riso of a kid on a trampoline , overlapped with text / thoughts of
a kid regarding what they were learning at the time- to portray this I
drew basic numbers as that reminds me of the game “hopskotch”.
From my sketches, it shows the minimalistic vibe I’m trying to get
across. However to counteract the minimalism I wanted to use a lot
of illustrations and text to percieve the world, rather than using a lot
of photographs. I feel that the illustrations are more of a “personal
touch” which is what I’m trying to get across with the project as it is
my opinions. I could also use past photographs of myself to repre-
sent my views from a younger age to now which could be interesting.
 DEVELOPMENT;
OF TEENAGE SKETCH
One ajor maspect of one of the pages I planned to create fo rthe
teenage perspective was that Sunday’s are for earning money. In
order to do this, most, work. And this is a chore as it’s not somethng
they particularly enjoy, it’s something that needs to be done; so
this makes us want time to go quicker. The clock llustration was
hand-drawn and scanned in , as well as portraying the clock-watching
mood it also reflects objects from earth within our time.
IDEA THREE
 THE REALITY OF EARTH
My final idea was to do a series of booklets, named “the reality of
earth”. The aim was to broadcast and reflect the issues on Earth as I
feel the golden record glorified our planet rather than showing it as it
is. The booklets would be based around specific topics which exhibit
and highlight the problems like Racism / Feminism . Due to a lack of
time, I am probably only going to focus on one subject, which more
than likely will be feminism due to the increased amount of content.
 F I R S T WAV E :
POLITICAL MOVEMENT
Organised feminism did not really kick off until the first Women’s Confer-
ence hed in Seneca Falls, America, in 1848. To begin with, the Women’s
Movement evolved out of social reform groups such as the Abolition of
Slavery, the Social Purity and Temperance movements. Women began
to realise that in order to transform society they would need their own
organisations to do so. They campaigned upon a whole range of issues; from
guardianship of infants, property rights, divorce, access to higher education
and the medical professions, to equal pay and protective legislation for
women workers - many of which women are still campaigning for today!
 S E C O N D WAV E :
SOCIAL MOVEMENT
Coming off the heels of World War II, the second wave of feminism
focused on the workplace, sexuality, family and reproductive rights.
During a time when the United States was already trying to restruc-
ture itself, it was perceived that women had met their equality goals
with the exception of the failure of the ratification of the Equal
Rights Amendment (which has still yet to be passed). This time is
often dismissed as offensive, outdated and obsessed with middle
class white women’s problems. Conversely, many women during the
second wave were initially part of the Black Civil Rights Movement,
Anti Vietnam Movement, Chicano Rights Movement, Asian-American
Civil Rights Movement, Gay and Lesbian Movement and many other
groups fighting for equality. Many of the women supporters of the
aforementioned groups felt their voices were not being heard and
felt that in order to gain respect in co-ed organizations they first
needed to address gender equality concerns. Women cared so much
about these civil issues that they wanted to strengthen their voices
by first fighting for gender equality to ensure they would be heard.
 T H I R D WAV E :
INDIVIDUAL MOVEMENT
Influenced by the postmodernist movement in the academy, third-
wave feminists sought to question, reclaim, and redefine the ideas,
words, and media that have transmitted ideas about womanhood,
gender, beauty, sexuality, femininity, and masculinity, among other
things. There was a decided shift in perceptions of gender, with the
notion that there are some characteristics that are strictly male
and others that are strictly female giving way to the concept of a
gender continuum. From this perspective each person is seen as
possessing, expressing, and suppressing the full range of traits that
had previously been associated with one gender or the other. For
third-wave feminists, therefore, “sexual liberation,” a major goal of
second-wave feminism, was expanded to mean a process of first
becoming conscious of the ways one’s gender identity and sexuality
have been shaped by society and then intentionally constructing
(and becoming free to express) one’s authentic gender identity.
 FREE THE NIP
The movement, which first kicked off in the US – a reaction against
censorship of the female nipple – was recently reinvigorated in
Iceland, when a student and her boyfriend posted a picture on
Facebook of both of them topless. Nobody seemed to mind him
doing it, but for her, there was a torrent of abuse. She soon took the
picture down, upset by all the insults coming her way for revealing a
body that she felt had been sexualised by others. Why was his chest
neutral? Why should hers, because breasts had grown there, with
the biological purpose of feeding children, be judged differently?
Why did she have to carry all this shame that she didn’t actually feel,
or at least, that she didn’t want to feel, but did? Without getting
bogged down in arguments about secondary sexual characteristics,
a campaign was launched. Others decided to free their nipples in
solidarity with her, and soon the Icelandic MP Björt Ólafsdottir had,
quite unexpectedly, put up a photo of herself revealing a breast. It’s
not just Iceland where the campaign has gained traction, though.
Last year, a #FreeTheNipple film was made by American director Lina
Esco, whose friend Miley Cyrus got involved. Various other high-pro-
file women – including Rihanna, Scout Willis (daughter of Demi
Moore and Bruce Willis), Cara Delevingne – have joined them, some
photographed walking down the street naked to let their nipples
loose, in an attempt to desexualise them. But that angle gets a bit
complicated, because they looked pretty hot. But am I trapped in the
patriarchal conditions of the male gaze for even thinking that? Gah!
It’s a minefield – but a fascinating one.
 METOO
The first I heard about this particular movement was when watching
a youtube video in association with the “Buzzfeed”. The girl, named
Kate, after many years decided to participate in the MeToo move-
ment after sleeping on the bed she was raped on for years. Eventual-
ly, she decided to do something about it and left the mattress in her
front garden with a bunch of sharpies.. Writing the “MeToo” in bold
as well as her back story in brief. the results were shocking ; loads of
victims responded with their own back story or just a simple “MeToo”
along with a few supportive comments. This portrayed and ultimately
showed the amount of sexual assault victims within just that area
she lived in. In 2006, Tarana Burke founded the me too. movement
to help survivors of sexual violence, particularly young women of
color from low wealth communities, find pathways to healing. Using
the idea of “empowerment through empathy,” the me too. movement
was ultimately created to ensure survivors know they’re not alone
in their journey.The me too. movement has built a community of
survivors from all walks of life. By bringing vital conversations about
sexual violence into the mainstream talks which is important as it
shouldn’t be happening.
 TIMES UP
TIME’S UP is a unified call for change from women in entertainment
for women everywhere. From movie sets to farm fields to board-
rooms alike, we envision nationwide leadership that reflects the
world in which we live. Powered by women, TIME’S UP addresses
the systemic inequality and injustice in the workplace that have
kept underrepresented groups from reaching their full potential. We
partner with leading advocates for equality and safety to improve
laws, employment agreements, and corporate policies; help change
the face of corporate boardrooms and the C-suite; and enable more
women and men to access our legal system to hold wrongdoers
accountable.
No more silence. No more waiting. No more tolerance for discrimina-
tion, harassment or abuse.
 L AYO U T I N S P I R AT I O N -
CLEBER RAFAEL DE CAMPOS
I first came across Rafael’s work on Behance, in particular the “Skim Scan Copy / Rec Live”
I loved the editorial design which is very busy and out there. It became a great influence
for my feminism issue as it is such debatable and argumentative topic and because of
this I wanted it to be reflected in the design. The project is all about portraying the world
exactly how I view it, and it wouldn’t be a true reflection of feminism if the layout wasn’t
as overloaded and hectic as this. The colour scheme is also very interesting to look at
as it grabs your attention, and uses a combination of colours that often wouln’t really be
placed together, which I most definately will be experimenting with in my final booklet.
Throughout his work I also noticed that the typography is the same the whole way
through, but it doesn’t look repetitive or tired to the eyes; Cleber cleverly varies the text
through the use of capitals/colours and the weight/size of the font.
 L AYO U T I N S P I RA -
TION-
TRACTOR BEAM
“This Tractor-zine series is a multi-personal examination
of self-help and inconvenient collaboration. 18 designers
and non-designers were shoe-horned into unlikely pairs and
tasked with finding (or creating) common ground in uncom-
fortable territory. This set of nine zines is our collection of
questionable perspectives and the indulgent expression
that followed. This is our not-alone voice, so let us eulogize
2016 by saying no to ego, yes to empathy, never to giving up”
(Behance.co.uk)
Ths inspiring zine is also very inspirational as I love the
way the layout flows so well regardless of the differences
between the pages, within my own booklet I have made use
of a variety of colour schemes to identify the topics i am
covering.
 feminism
TYPOGRAPHY
DECIDING ON A FONT

FEMINISM
As previously mentioned, on the layout design pages, I wanted to
try make use of only one font throughout my booklet rather than
switching up excessively. I decided this would be best as this allows
for minimalistic variations through the use of size/weight of fonts,
otherwise I feel it would be difficult to flow the layout as well with a
mix match of fonts. The first font on the right is a very decorative /
handwritten-looking font; It’s a aesthetically pleasing font for titles
and occasional usage but wouldn’t fit in as body text for the informa-
tion I am going to display. The font below is the font I actually went
with as sans serif fonts have a reputation of being more modern,
casual, informal and friendly that serif fonts they are also popular
with many web designers for their on-screen legibility. This is an
important aspect of my work, as the whole reason i am creating the

FEMINISM
booklet is for it , eventually, to be viewed by someobody who should
be able to read it without difficulty. In comparison, the font below
is a serif font. In my opinion, this comes across as fairly traditional
and historic-based which doesn’t really suit the context of what I’m
trying to get across, as I’m talking about moving away from the past
as well as sending it to “futuristic beings”. So to use this font would
be wrong as it clashes with the text itself. The last font is similar to
the font I chose, the difference being it seems that each singular
letter is elongated width-wise ; overall I’m not convinced that it is as
aesthetically pleasing.

FEMINISM
 RISO PRINTING
Throughout my work I wanted to create some authenticity to it , and
to do this I wanted to add prints rather than it being very photogra-
phy-heavy. I decided to make some riso printings of some artwork
, which I thought of whilst researching and documenting different
aspects of feminism. As it was my first time on the riso printer, I
only went up to three layers, and because i was on my own it was
difficult to change the ink . My first riso was using typography, with
the quote “boys will be boys” and crossing the quote out and using
my own handwriting saying “will be responsible for their own actions”.
The original type was blue and y handwriting was printed on top in red.
My other riso was regarding skirt lengths and how they supposedly
determine your self-respect and sexual experiences. With this one i
printed a blue pair of legs and then a long yellow skirt and a red short
skirt. The final results were extremely eye-catching to me, and I loved
how well the layering worked out by explaining my message.
 LINO PRINTING
Lino printing is another print technique I have been coming to really
enjoy throughout the year at University. I created three different
lino prints which represented feminism through illustrations. Lino
printing gives a very rough and rigid texture which I thought would
fit in well with the subect I am trying to reflect and portray. As the
edginess reflects the touchiness and sensitivity of the topic. I also
think it’s important to include some hands-on techniques into work
as it makes it stand out a lot more; graphic designers now a days only
work digitally.
 I L LU S T R ATO R -
JEMELIA WHITAKER
Jemelia Whitaker embroiders line art of women’s bodies, super de-
tailed patterns, and everything in between. I found her work inspiring
as it is very raw, in regards to the female body, which I feel matches
up with the sensitive topics I am trying to get across. Not only
that but if “aliens” were to view this in the future and we no longer
existed- more than likely. It gives them the detail they would need in
regards to aesthetics to understand who/ what we were as well as
comparing themselves in order to relate with the message i’m trying
to get across.
 I L LU S T R ATO R -
THE CUT
The Cut explored women’s complicated relationships to beauty
standards and the efforts they think they need to go to in order to
meet them. To find out how women see their own breasts, the Cut
polled 57 New York women, ages 17 to 72 (plus one 4-year-old who
grabbed the marker from her mom) and asked them to draw their
boobs and write one sentence explaining how they feel about them.
In cafés and bars, on playground benches and on the way to work,
women laughed when they heard the question, disparaged their
drawing abilities, and gave it a shot. I was inspired by this piece for
illustrative piece as although some of the drawings are very detailed;
the majority of the drawings are simple yet delicate little drawings
which perfectly sum up the the fragile relationships between fe-
males and their bodies. it shows the lack of confidence which I want
to depict in my booklet.
.
 M Y I L LU S T R AT I O N S
As well as riso prints and lino prints, I wanted to create some
line drawings within the booklet, which would be placed in and
around the layout. I thought that the reinforces the engaging
and hectic formation of the booklet. The illustrations were
done in Adobe Illustrator, the first one in the bikini is to go
within the section “free the nip”. The swearing hands are
supposed to be a reply to those who disagree and objectify
females. The other illustration is supposed to depict “cellulite”
on thighs, I ensured the legs looked unsmooth and “wobbly”.
 COLOUR SCHEME
Within the equality section of my booklet I went with the colour
scheme to the right, which includes a variety oranges,reds and pur-
ples. The reasoning behind these specific colours was that because
equality is such a strong topic in regards to the amount of people
in 2018 who are aiming to fight against it. I went for these colours
to represent the power/strength of the people who are desperate
for change and for people to become modern. Not only that, but
also red brings text and images to the foreground; for this reason it
can be used as an accent color to stimulate people to make quick
decisions. Which ultimately decision-making is key for the booklet
as I am forcing my own personal perspective of the world, and using
that to reflect the whole “reality” of earth but not altering the opin-
ions to those who disagree. In essence, I’m persuading the viewer
to be convinced it is the reality but by not accomadating everyone’s
opinions, I’m not being truley reflective of the world.

Green more commonly denoted the connotation of peace and sta-

bility which matches up well with the subject “body positivity”. This is
because the whole topic is all about loving yourself and other people
for what they are. And orange working with this colour scheme, helps
show the joy and happiness people should feel. Orange has very high
visibility, so you can use it to catch attention and highlight the most
important elements of the editorial design work.
For the me too section of my booklet, because it is a fragile and deli-
cate topic in terms of a content. I needed the softness of the colour
pink to represent the raw / painful emotions set within it. I used
the blue as when used together with the pink, the blue created a
high-impact and vibrant design which stands out in your face enough
to address the seriousness of the content but not so much so that
it over rules the page.

The meaning of the color peach is stimulating, vibrant, and flam-

boyant. While made up of red and yellow, it carries less aggression
and fierceness than the color red due to its combination with the
calming color yellow. Studies show that the peach color can create
physical effects such as a heightened sense of activity, increased
socialization, boost in aspiration and enhanced assurance. Peach is
also said to help aid confidence, and understanding. Which I felt was
relevant to the movement I’m portraying, as it is all about having the
confidence to stand up to those who sexualise women and to be
able to walk down the street without a bra on. Meanwhile the colour,
Turquoise has a blend of the color blue and the color green, has
some of the same cool and calming attributes. The color turquoise is
associated with meanings of refreshing, feminine, calming. I actually
chose the colour to sit well and complement the peachy shades.
 FRONT COVER IDEAS
My initial front cover ideas consisted of the sketches above. The fur-
thest to the left showed a flow of type construced by a wiggly line.
Then the text which was too large for the cover which shows how it’s
bursting from the seams, this gives the impression that the content
is so heavy that it’s desperate to be viewed . Which i thought was
relevant but not particularly aesthetically pleasing. My other idea,
which was fairly strong was using the font backgrounds as images,
the only issue with this was the word “feminism” isn’t very equal and
so is difficult to align properly. The last idea was very minimalistic and
made use of negative space , in proportion to images. However this
wasn’t very strong as it didn’t look very book-cover-like.
 C R E AT I O N O F F R O N T
COVER-
THE SQUIGGLE
Within my front cover design, because obviously I am the de-
signer I wanted to add some authenticity to the cover almost

F E M I N I S M
like a signature. As I had already decided that i wanted a squig-
gle I made sure I hand drew it, rather than doing it digitally.
ISSUE 01
 FRONT COVER
POSSIBILITIES
In the end I chose the design on the right,
as I felt this was more appropriate for this
project. It was more appropriate as the
simplicity, is easily manipulated and for that
reason can be used for the other topics
within the series of booklets. The squiggle in
the centre is there to illustrate the hisotric
references of feminism , as they were named
the “waves” of feminism ; I felt the squiggle
was compatibl for this reason. On the other
hand, the clarity also contrasts nicely with
the content pages. As the layout is hectic
and vibrant , it needed a pure and modest
cover otherwise it would have clashed in
my opinion. The design on the right looks
effective but could be improved. for exam-
ple, the placement of the letters could have
been organised much more appropriately
as there is a lot of space. The space draws
your attention, and in this case for the wrong
reason.
 CONTENT
Although the majority of the content in my
final zine is either my own artwork or photo-
graphs there is a few which I should credit to
the website pexels. Pictured above are off of
the images which are outsourced.

“The pictures are free for personal and even

for commercial use. You can modify, copy and
distribute the photos. All without asking for
permission or setting a link to the source. So,
attribution is not required.”
(Pexels.com)