UNDIVISIVE
A GUIDE FOR BRANDS TO DISMANTLE AND MEND
THE CHALLENGE
For the School of Visual Arts Masters in Branding thesis ‘Futures of Nearness’, we were challenged to explore the concept of intimacy in a post-Covid world. Through our research, we discovered that COVID-19 has disrupted our perception and understanding of intimacy with one another.
THE STRATEGY
Provide brand guidelines on how to help heal societal and cultural systems through the practice of dismantling divisiveness and acts of mutual exchange. Brands must dismantle divisiveness. Brands must be Undivisive.
THE TEAM
Roxanne Benefiel, Stefan Berg, Michelle Huang, Arnold Pradhan, Treeva Royes
THE ROLE
Strategist
INTIMACY HAS A HISTORY OF CHANGING MEANING
Through extensive research including interviews and a historical and cultural audit, we came to understand intimacy as consisting of three elements, Space, Time, and Exchange.
We identified Exchange as the defining factor in social relationships.
COVID-19 PANDEMIC HAS CHALLENGED OUR UNDERSTANDING OF INTIMACY
It has forced us into new boundaries and borders and has disrupted our understanding of intimacy with one another. COVID has put our lives at a standstill and warped our perception of time and space.
WE’VE BECOME MORE AWARE OF OUR DIFFERENCES
COVID has brought upon a reckoning of unequal exchanges and division. With the widening inequality, growing tension over race and ethnicity, and the diminishing of trust manifested during this traumatic time, we have come to realize that our society is in need of repair, from the unequal exchanges built over time.
47% OF AMERICANS BELIEVE COMPANIES WILL BE MORE SOCIALLY RESPONSIBLE
In order to heal from divisiveness and manifest the future of intimacy, we need to create a more mutual and fair exchange, a world where everyone is benefitting equally.
THE INSIGHT
Mutual exchange is the prescription for healing
BRANDS MUST DISMANTLE DIVISIVENESS AND MEND
Undivisive is a guideline for brands and brand leaders who know they need to take a stand to help dismantle divisiveness but aren't sure where to begin. The content of these guidelines will detail different brands and how they have or haven’t practiced intimate exchange well.
