Sin Miedo
ART DIRECTION | DESIGN RESEARCH | WEB DESIGN
The word femicide is defined as the killing of women, usually by a man, on account of their gender. Mexico and most of Latin America has a painful history with femicide and gender-based aggressions. Sin Miedo is an organization dedicated to empowering the women of Mexico to fight back against these atrocities.
DESIGNING THE EXPERIENCE
Sin Miedo is a Mexican-based organization dedicated to raising awareness and taking action against femicide in their nation. Sin Miedo is looking for a brand refresh to better align their visuals with their values of empathy, philanthropy, and action. A cohesive visual system is needed to deepen the audience’s connection and understanding with the organization’s efforts.
WHO WE’RE SPEAKING TO
Mexican girls, women, and allies who may not label themselves as activists, but are interested in deepening their understanding of femicide, learning how to protect themselves and others, and who desire active empathy around the subject.
ART DIRECTION
Alfredo Palacios
DESIGN RESEARCH
Alfredo Palacios
PUBLICATION
Alfredo Palacios
PHOTOGRAPHY
Alfredo Palacios
EDITORIAL INTERVIEWEE
Michelle Rivera
INTERACTIVE INTERVIEWEES
Dr. Roque V Mendez
Dr. Gloria P. Martinez-Ramos
FINDING THE BRAND IDENTITY
To re-imagine Sin Miedo’s brand, I identified pain points to the original identity:
The current brand visuals were weak and did not represent the intention of the organization
The logo was a simple wordmark that failed to communicate Sin Miedo’s personality
Touchpoints lacked visual cohesion, leading to “one-off” feeling items
With these pain points in mind, I performed a variety of identity frameworks to better position Sin Miedo in the world of feminist, service-first organizations that Mexico has to offer.
After carving out the brand positioning, we can establish a positioning statement:
“Sin Miedo is the standout, fearless non-profit organization for the betterment of every Mexican woman. Through service-first opportunities and community-based support, Sin Miedo leads with action, empathy, and education.”
Conceptual photography featured my family, the women in my life. By building a personal connection, I wanted to convey relatability: gender-based violence could happen to someone I know.
I photographed with an emphasis on female empowerment and the love between women (mother to daughter, sister to sister, woman to woman).
WANT TO SEE A LITTLE MORE?
Sin Miedo needed an interactive element that would help support the organization in each of it’s products. Before I was able to answer that question, I needed to identify who the audience was, and how they would interact with each of Sin Miedo’s products.
Sin Miedo is here to serve ALL of Mexico! User personas help envision who I’m designing for.
By identifying pockets of audiences, I can create solutions that are human-first and fueled by data.
WANT TO SEE THE FULL RESEARCH?
Why design the Sin Miedo web experience mobile-first? The target audiences for Sin Miedo are those who are on the go: juggling work, family, social events, and life in general. Sin Miedo wants to meet audiences where they are at! This means the mobile experience should be the forefront of the organization.