F & Co. was created to re-pitch feminism to the public. The term feminism comes with a lot of negative connotations and is also known as the other F-word. F & CO is trying to promote feminism for what it really is: Equality. It is set up as company that is looking to hire everyone to join their team. Qualifications are minimal and the benefits are amazing – there’s a position for every person on Earth. To be able to attract people who easily gets scared by seeing a hint of the "F-word" or a bunch of pink (which is very terrifying...), we decided not to use the word feminism in our promotional material and keep the look neutral. These are just baby steps towards opening one mind at a time.
This project was also showcased at the UW Design Show 2016. At the show we pitched our idea, hired people and pinned their photo onto our exhibition poster.
Visit the F&Co. website:
Project by: Annie Pyle, Stephanie Zabala, Renee Chang & Mathilde Gilling