Before the Fear
- Brand Iniative supporting young women’s self-esteem -
My visual report dissected the fascinating relationship between fashion (and media) and society and its subsequent impact on shaping perceptions of self-worth and behaviour.
Central to my investigation was the recognition of the innate transition from care-free childhood to fearful adulthood, where we begin to prioritise how we are perceived by others.
In uncovering the nuanced effects the fear of perception has had on the self-esteem of Gen Z women, my report proposed solutions that inspired this demographic to reclaim the carefree spirit of girlhood and ignite a sense of fearlessness in adulthood...
My visual report dissected the fascinating relationship between fashion (and media) and society and its subsequent impact on shaping perceptions of self-worth and behaviour.
Central to my investigation was the recognition of the innate transition from care-free childhood to fearful adulthood, where we begin to prioritise how we are perceived by others.
In uncovering the nuanced effects the fear of perception has had on the self-esteem of Gen Z women, my report proposed solutions that inspired this demographic to reclaim the carefree spirit of girlhood and ignite a sense of fearlessness in adulthood...
- Final Visual Report -
- Big Idea -
“To inspire young women to harness the free spirit of Girlhood, to ignite Fearlessness in womanhood.”
- Concept -
Rediscovering the vibrant essence of youth, this concept serves as a poignant reminder of the unwavering energy of our past selves - a force we are capable of harnessing once more. This concept encourages consumers to embrace the pure simplicity of childhood, seamlessly weaving elements of girlhood spirit into the narrative of adult life, encouraging a comforting return to contentment. The concept vividly portrays the humorous, audacious and self-assured girls we once were and continue to be, evoking a playful and carefree spirit that celebrates imperfection.
Rediscovering the vibrant essence of youth, this concept serves as a poignant reminder of the unwavering energy of our past selves - a force we are capable of harnessing once more. This concept encourages consumers to embrace the pure simplicity of childhood, seamlessly weaving elements of girlhood spirit into the narrative of adult life, encouraging a comforting return to contentment. The concept vividly portrays the humorous, audacious and self-assured girls we once were and continue to be, evoking a playful and carefree spirit that celebrates imperfection.
︎ Final Outcomes ︎
- Promotional Film -
I aimed to capture the consumer’s attention with my short promotional film. It’s a relatable narrative helps convey the poignant message; we have lost an element of our carefree spirit as we have grown up.
- Community Instagram Page -
Guided to join the @before.the.fear community on Instagram, the consumer’s interest in the initiative grew as they engaged with the fun and interactive visuals and journal-style questions.
- Sneak Peak -
- Before the Fear Journal -
Consumer desire led to the curation of the journalistic-style Zine, “Before the Fear”. Carefully designed, featuring one-page activities, evoking the playful spirit of childhood activity books, rather than an intimidating journal. Carefully decided prompts are provided to guide exploration with free-writing space for added flexibility. My playful photography offers discreet comfort for consumers, allowing them to decide whether to reveal its true nature as a journal.
Within these pages, the consumer can bid farewell to the pressures of adulthood and say hello to the joy of rediscovering. The consumer is liberated from societal expectations and encouraged to gain valuable lessons from their younger self, ultimately empowered to navigate life’s challenges with a newfound fearlessness.
︎ Feedback︎
“The level of work on show here is absolutely excellent, and it's focused, detailed, polished work which shows intelligence, creative and organisation in equal measure.”
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“The level of work on show here is absolutely excellent, and it's focused, detailed, polished work which shows intelligence, creative and organisation in equal measure.”
| “This is a piece of work which represents a very high standard of excellence. You show a high, sustained and productive work rate and an ability to balance breadth and depth of scope, delivered with great creative flair and a professional level of attention to detail.” |
