Feminist Economic Transformation
with Oxfam Canada
Oxfam is a global organization working to end the injustice of poverty and inequality by focusing on women’s rights. Oxfam Canada focuses specifically on humanitarian response and emergency aid when disaster strikes or conflict breaks out, long-term development projects that help people assert their rights and build better lives, and advocacy and campaigning to change the laws and practices that perpetuate inequality and keep people trapped in poverty.
Sector:
Gender & economic justice
Services:
Graphic Design
Editorial Design
Illustration
UI/UX Design
Branding
Video Editing
Copywriting
Learn More:
Visit the FET microsite
The Covid-19 pandemic exacerbated inequalities, disproportionately impacting women and gender-diverse people—particularly those who belong to Black, Indigenous or racialized communities, (im)migrant and refugees, women living with disabilities or members of the LGBTQ2+ communities. In response, the Feminist Economic Transformation (FET) project endeavoured to imagine a more equitable feminist future. Oxfam Canada led a series of visioning exercises with feminist activists in various regions focusing on the macro and micro economic realities required to make this dream a reality.
Anti-Heroine Media joined the project to make this vision of a feminist economic future both tangible and accessible. We led a collaborative design process, foregrounding the diverse voices of the exceptional leaders who participated in the visioning sessions. Together, we too were able to visualize this future through multimedia design and creation, translating deeply rich and inspirational content into a digital world of its own.
We looked to a collage style to emphasize the process of deconstruction and reconstruction inherent in this project. Paired with dream-like visuals, this approach facilitated a conversation between our past, present, and feminist future. Anti-Heroine Media developed a suite of products to both actualize Oxfam Canada’s deep visioning work, and make their findings and processes accessible to their audiences.
We designed a magical micro-site, built out by Loop, to bring this imaginal journey to life. Using Zoom recordings from the visioning sessions, we created summary videos to give viewers a glimpse into each exercise and its various possibilities. We also developed graphics, original illustrations, and copy for a visioning exercise script, compiled into a digital zine to allow users to hold their own visioning sessions.
We completed the editorial design for the visioning session manifestos, and created graphics to promote the project on social media. Accessibility was front and centre in the design of these products, including captioning and transcription for the videos, alternative text for graphics, and the use of a dyslexic-friendly font.