We tend to think of brands in terms of corporate enterprise, but so much of branding has to do with building awareness, shifting perceptions, and galvanizing action. In our thesis work for SVA’s Masters in Branding program we presented a repositioning of the identity, perception, and action surrounding Feminist activism in culture.



  • The current state of—and cultural conversation surrounding—feminism is full of confused and conflicting opinion.

  • The word “feminism” itself specifically refers to “females” from a semiotic standpoint. However the official definition of feminism—and the desire to be free of gender discrimination—applies to all genders.

  • Through recent developments like #metoo and TimesUp the Feminist movement has gained a lot of momentum, but a unifying force is needed to continue addressing the myriad of categories in progress yet to be made.

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Historical and Cultural Audit

Our comprehensive historical audit went from a macro level study into the development of gender roles — from early hunter/gatherer to modern societal structures — to analyzing the first, second and third waves of Feminism through their goals, successes, cultural context, and opposition.


We conducted in-depth interviews with scholars and thought leaders from within the feminist movement. We also spoke with young people and parents and teachers of young people, those who represent the movements future. We sought understanding that focused on bridging both gender and generational gaps in culture.

of Americans want equal opportunities for all genders

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of Americans are willing to call themselves a feminist

Source: Ipsos Global @dvisor


Cultural Insights

  • People would rather be associated with causes than with labels.

  • People feel they belong when they can act on and benefit from ideas that they can understand and relate to.

  • The daily changes you make in the way that you think and act can have a large impact on social movements.

  • Social, political, and economic freedom from gender discrimination is not a female issue, but rather a human issue.


Rallying Cry

We Are Not Finished ...


We uncovered the need for a visual system that would allow people to publicly show their alignment with the cause of gender equality, without having to use a gendered label — the ellipsis symbol thus became the visual face for our organization.

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The ubiquity of it’s use across mediums and messengers paired with it’s intrinsic ability to reference an “unfinished” state — the ellipses provided the perfect symbol for the modern feminist.

Gender equality is a deeply personal subject and the simplicity of the ellipsis helps to foster a bespoke approach for individuals in showing solidarity. 

Brands can also join the cause and show their solidarity by incorporating the three dot format.



Context: Masters in Branding Thesis, Repositioning Feminism

Teammates: Carina Sandoval, Carlos Fuentes, Michelle Kwiatkowski, Oliver Liang
Advisors: Bret Sanford-Chung, Dr. Dan Formosa, Lana M. Ugurtas, Natalia Bednarek

My Roles:

  • Research and Cultural Insights

  • Project Infrastructure and Frameworks

  • Audience Interviews and Surveys

  • Direction of Brand Strategy and Execution

  • Art Direction

  • Presentation Writing, Editing, and Narrative

Process + Deliverables:

  • Global Cultural Audit on Gender in Society

  • Historical Presentation

  • Audience Understanding

  • Strategic Platform

  • Visual Identity

  • Execution and Call to Action


Find out more, including information about getting involved, at:

wearenotfinished.com / @wearenotfinished

Kelsy Postlethwait