Bachelor of Communication Design Design MADA Now 2022

Zoe Hansen

Hi, I'm Zoe! I am keen to create, collaborate and use design for social good. My work extends across brand identity, print, motion and social media content creation.

Pigeonhole is a children's arts and crafts brand I created to intervene in the younger years to stop the gendering and stereotyping associated with colours. The name 'Pigeonhole' plays off of stereotypes and restricting someone or something to one thing. The classic pink is for girls and blue is for boys is what inspired this project, and through my research kit, finding out what other masculine or feminine connotations people have with other colours and flipping them on their head in this brand.

'Animation/ Meet the Colours'

The campaign's first supporting outcome is short animations showcasing the brand's colour range and creating characters and personalities for them. These animations directly engage with the research kit responses inspiring the names for the colours and using the opposite of the answers as part of the intention to reshape stereotypes.

View full video at www.youtube.com/watch?v=q-eT3n7MzDU

Public Installation/ Playground

The campaign's primary outcome is a public installation of a series of sculptures at various parks around the city. The sculptures are the main Pigeonhole mascot, with designs and patterns created by local schools. They encourage community engagement with the brand and its ideas both in the process and the outcome.

Public Installation/ Albert Park

The placement in parks is also prime for engaging with children and parents who can facilitate children's engagement with the brand and its products and create a fun, colourful feature for the park.

Research Kit/ Findings Poster

My research kit asked the participants to match the colour swatches to the word they associated it with. There were more words than colours to give some freedom in their choices. This poster is a culmination of the six people's responses side by side to see similarities, patterns and differences.

Poster Series/ Library 1

The campaign's other supporting outcome is a poster series. The posters would be displayed in libraries, in particular, kid's zones, as well as other traditional outdoor marketing spaces.

Poster Series/ Library 2

The posters are a mix of illustration, photography and typography with the brand identity extending across the different forms and the fun pigeon mascot getting into all sorts of mischief across them all.

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Yazhuo Yi

Weiting(Allen) Chen

Brandon Jong

Zoe Hansen

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