For a rainy day

Pregnate hands out umbrellas to remind women who they are.

The Freedom Project

The brief was deceivingly simple enough – build an identity for a movement championed by a small group of women seeking to empower, educate and help young women navigate the complicated and often conflicting societal systems plagued by gender stereotypes, feminist movements and stylized expectations.

Cultural stereotypes

Running from stereotypes

How does one brand something that is inherently resistant to the idea of branding? How do you provide an identity without stylizing and confining?

Rather than falling back on the trappings of obvious iconography, we distanced ourselves from the stereotypes.

Looking for a device

We set out in search of a device that possessed inherently universal identity – free of gender baggage, demographical bias and political agenda.

We sifted through common denominators only to find that many of the inanimate tools around us were infused with cultural stereotypes – shock horror!

The umbrella

It took us a while to get to the umbrella – rain shield apparatus, sun shade contraption. It spoke of utility, simplicity and shelter.

We became obsessed with the umbrella, studying, analyzing and dismantling it – here was a device so simple and so honest, it confounded us.

Making it rain

The marketing campaign involved the design of a double-sided large format print. Each side diametrically opposed to the other – good vs evil.

One side featured iconic silhouettes stapled and static; the other, hopes penned down by bunch of young women over coffee.

Amidst confronting dialogue and the fury of contrasting imagery, we placed the umbrella – somewhat foreign and muted but suprisingly powerful.

We handed out umbrellas and they became a movement. Branding became tangible and realtime. Umbrella wielding young women became ambassadors. We left it to the rain to remind each one of their freedom and their identity.


Promotional fold-out postcard/poster