Ududes: pari al plurale (equal as plural)

My thesis project reflects on the issues of women compared with men and poses gender equality under investigation through the design of the visual identity of Ududes, a nascent South Tyrolean association, which promotes the social, economic and political development of women and offers help to families. The word "ududes" comes from Ladin and means visions, opinions, views, glimpses. It implies the wish to narrate and communicate diversity and plural stories, embracing dialogue, triggering debate, to accept, include and put people on the same level. It is an ongoing project aimed at the future that needed an identity in order to stand out.

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Gender equality stands for the equivalence between diverse women and men who must have equal rights and duties but also the freedom to overcome predefined models built on their sex, thus also defining themselves differently and rediscovering their own gender and identity. There are infinite ways to be a woman and a man beyond what is "socially acceptable" and each of them is worth of respect, away from the obtuseness of sexism, prejudices and stereotypes.
 

The visual identity for Ududes shows this polyphonic and multiform reality, starting from people and their voices and experiences. In order to achieve a sense of belonging and a direct sign and metaphore, that of the collage, an accurate analysis of the topic through thinking, language, meanings, historical and contemporary references has been fundamental, as well as a look at the world of critical and responsible design.

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UDUDES

Ududes Association for Gender Equality asked me to help communicate the message of respect and equivalence between women and men by designing its identity to stand out.

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THE COLLAGE AS A METAPHORE
I chose to illustrate diversity to communicate acceptance and inclusion through the art of collage, a technique taken from history, which remains relevant precisely because it is capable of immediately conveying a vision or a denunciation of reality. It helps to reflect on identities and differences because it encompasses different shapes, colours and materials, often in contrast with each other, but nevertheless the result is harmonious and balanced.

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AN IDENTITY FOR PEOPLE

My identity proposition is open, fluid, multifaceted and polyphonic; it talks about people to people with respect and empathy, leaving them the opportunity to express themselves.

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