UN Women
Families in a changing world

Challenge

The Progress of the World’s Women report is UN Women’s flagship publication, released every 5 years. The 2019-2020 edition focuses on the reality of families in a changing world, characterized by a sweeping economic, demographic, political and social transformation. The report features global, regional and national data while analysing key issues such as family laws, employment, unpaid care work, violence against women and migration.

After the success of the Progress of the World’s Women 2015-2016 edition, Blossom was again asked to develop an outstanding visual identity for this flagship publication and to apply it effectively throughout all the related communication materials.

 

Concept

The 2019-2020 edition assesses how families around the world look, feel, and live differently; the report also proposes a comprehensive family-friendly policy agenda to advance gender equality in diverse families. The report therefore needed an appealing visual identity that depicted various types of families and challenges without using stereotypes.

We developed a creative concept based on how strength can be found in diversity, resulting in a “people’s pattern”: people’s shapes are uniformly placed but they slightly overlap, showing the fact that there are new possible interconnections among them. Even if crowded, the composition is clean.

The style we have applied is the one of organic water-coloured shapes that represent a possible visualization of different family individuals in an abstract way. Round shapes are related to women, while more straight ones represent men – but without falling into stereotypes. We have then added a second layer made of thin yet marked lines enriching the shapes to better identify women and men in terms of age, ethnicity and roles. Women are presented alone, together with new-borns, as caregivers; they have long, short, straight or curly hair but they remain abstract, representing the broad variety that humanity offers.

This people’s pattern has also been applied to chapter opening pages, banners, and other communication materials requested in the frame of our assignment.

 

Delivery

Blossom developed the design and layout of the 300-page report and its Executive summary in 4 languages (English, French, Spanish and Russian), the full social media package, and a broad range of collateral advocacy materials. The design of the report also included major data visualizations and case studies.

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