In order to know what I need to do the first is to know what is the brief and write it. So I identified the problem I am dealing with (construction of femininity) and finding a solution to that problem ("un-genderise" an idea, de-construct the femininity).
Rationale:
The piece of work will be produced based on an identification of the audience potentially interested in a specific product or service that is normally genderised to convey femininity. Although, it will be done without identifying the gender of the potential customers in order to have a neutral and free-of-sexism final outcome.
1.- Technique: The way it is produced and presented. I am going to do a digital design that might involve photography as these are techniques normally used in most of the controversial advertisements from the 50's in still ads. Plus, in my skill-set these disciplines are probably the most I feel most comfortable working in.
2.- Content: What is normally genderised and how to "un-genderise" it.
3.- Communication/Message: Synthesise theory in a piece of work: "Femininity is a lie. Don't you woman let businesses control you freedom".
4.- Research: Look through companies and how to "un-genderise" their products based on how they genderise them and using techniques from neutral products (E.G: Apple).
5.- Exploration & Evaluation: Not only try different approaches, but also find different understandings of femininity to identify what not to do.
6.- Testing: Once all the previous is done put it in context and see what is more appropriate for the purpose.
