This is Phase 1 (research & strategy) for Doyenne, a multimedia company where women (particularly women of color) are represented at all levels of production. Inspired by the 4% Challenge that was created by the Annenberg Inclusion Initiative and Time's Up, we are seeking to provide opportunities for female creatives in the film/media industry. Our brand will stand out by redefining the image of what it means to be a woman in this field. From producing to directing to creating to distributing, we will enable them to be successful and advance in their film careers regardless of their age, gender, and race.
Female directors only make up 4% of the 1200 top-grossing films. We wish to change these segregated sets into a place where all stories are valued and told.
Our brand highlights forgotten words used to describe women. Doyenne means "a woman who is the most respected or prominent person in a particular field" while Bluestocking means an "intellectual or literary woman; an educated woman who is interested in books and ideas."
This is our mission statement. We hope to connect and enable visionaries so that the 4% becomes something more.
Our attributes are empowerment, diversity, and community. We need a strong network of people to rally around our work.
Our brand elements are distinguished by elegant serifs and type treatment with a touch of organic and colorful illustrations. This is to show the process of taking an abstract idea and turning it into reality.
Our target audience are female creatives at all production levels and collaborative individuals who are passionate to see things change in Hollywood.
Couch Film Collective is dedicated to redefining the female narrative by changing the stories told about women in film and by working to get more women behind the scenes. What makes them unique is that they are committed to produce and support projects that prioritize hiring at least 51% of women and at least 36% people of color on their teams. Their branding utilizes bright colors and funky compositions to appeal to a younger crowd who work mainly in independent films.
To view the full presentation as well as the process behind Doyenne's Phase 1, check out our dropmark here.
