The document discusses the development of a brand called Femme STEM that aims to promote science, technology, engineering, and math (STEM) education for middle school girls. It outlines the branding and marketing research conducted, including analyzing examples of other STEM-focused brands on social media and websites. Wireframes and visual designs were created for the Femme STEM website and social media pages. The goal of the brand is to engage middle school females and eliminate negative stereotypes about women in STEM fields.

1. Young Women in Technology Sophia Black
FA102a,
Research and Speculative
Product/Service Development

2. Young Women in Technology Sophia Black
Assignment 1, Research
“Supporting women in the sciences
and technology”
http://www.kurzweilai.net/ask-ray-supporting-women-in-the-sciences-and-technology

3. Young Women in Technology Sophia Black
Assignment 1, Research
-Women are underrepresented in the
technology industryhttp://www.nytimes.com/2014/04/06/technology/technologys-man-problem.html?_r=0

4. Young Women in Technology Sophia Black
Assignment 1, Research
“A sexist, alpha-male culture in the
industry [makes] women … feel
unwelcome, demeaned or even
endangered.
Source: Bureau of Labor Statistics and Harvard Business Publishing, via National Center for Women & Information Technology

5. Young Women in Technology Sophia Black
Assignment 1, Research
“Here's the Real Reason There Are
Not More Women in Technology”
http://www.forbes.com/sites/markfidelman/2012/06/05/heres-the-real-reason-there-are-not-more-women-in-technology/2/#30204a993c67

6. Young Women in Technology Sophia Black
Assignment 1, Future Product or Service
Young Women in Technology
-Engages middle school females
-Promotes science curriculum
-Eliminates negative stereotypes

7. Young Women in Technology Sophia Black
Source for Brand Character Words
M.I.A

8. Young Women in Technology Sophia Black
Naming Process
Selected words from original posts:
“technology, STEM, feminism, future”
Generated name possibilities:
FemTech (created by combining feminism
and tech)
Femme STEM (created by tweaking
feminism and combining STEM)

9. Young Women in Technology Sophia Black
Final Product/Service Name
Femme STEM
Could not use FemTech because it was
already in use
“Femme” adds a youthful and playful feel
for young women
“STEM” (Science Technology Engineering Mathematics) is a
major buzzword in middle school
curriculums

10. Young Women in Technology Sophia Black
Brand Character Diagram Sketches

11. Young Women in Technology Sophia Black
Brand Character Diagram
TONE
leader
strut
lady
warm
PERSONA
daughter
independent
educated
bubbling
LANGUAGE
career
pride
study
represent
PURPOSE
pack
equal
production
possibilities
femme STEM

12. Young Women in Technology Sophia Black
Assignment 3, Logotype Research, Word from Diagram
daughter

13. Young Women in Technology Sophia Black
Assignment 3, Logotype Research
https://cdn.colorlib.com/wp/wp-content/uploads/sites/2/2014/02/Olympic-logo.png
http://www.logofound.com
https://image.freepik.com/free-icon/pinterest-logo-circle_318-40721.png
http://www.inspirefirst.com/wp-content/uploads/2013/09/flower-logos-Naturar.jpg
http://a4.files.theultralinx.com/image/upload/c_fit,cs_srgb,w_620/MTI5MDI0OTUyMjgzMjA4MTU4.png

14. Young Women in Technology Sophia Black
Assignment 3, Logotype
fS

15. Young Women in Technology Sophia Black
Assignment 4, Social Media Branding, Research
National Geographic Face Book Page
https://www.facebook.com/natgeo/?fref=ts
Impact Strength and Performance Facebook Page
https://www.facebook.com/Impact-Strength-and-Performance-159301487499816/?fref=ts
STEM Learning Facebook Page
https://www.facebook.com/STEMLearningUK/

16. Young Women in Technology Sophia Black
Assignment 4, Social Media Branding, Facebook Page
https://www.facebook.com/Femme-Stem-118698461898438 /

17. Young Women in Technology Sophia Black
Assignment 4, Social Media Branding, Comments

18. Young Women in Technology Sophia Black
Assignment 4, Social Media Branding, Photos

19. Young Women in Technology Sophia Black
Assignment 4, Social Media Branding, Creating Community
-Targeted my volleyball peers
-Informed my nuclear family
-Twitter blasted my followers

20. Young Women in Technology Sophia Black
Assignment 5, Webpage Layout Research for Wireframes
Tumblr
https://www.tumblr.com/dashboard

21. Young Women in Technology Sophia Black
Assignment 5, Webpage Layout Research for Wireframes
Youtube
https://www.youtube.com

22. Young Women in Technology Sophia Black
Assignment 5, Wireframe

23. Young Women in Technology Sophia Black
Assignment 5, Tagline Research
McDonald’s “I’m Lovin' It”
Olympus “Your Vision, Our Future”
Panasonic “Ideas for Life”
Verizon “Can You Hear Me Now?”
Coca-Cola “Open Happiness”
http://cdn.designinstruct.com/wp-content/uploads/2012/02/10_11_12_Panasonic_Philips_Olympus.jpg
http://kopywritingkourse.com/wp-content/uploads/tagline-examples-big-companies.png

24. Young Women in Technology Sophia Black
Assignment 5, Homepage Visual Design in Browser
Link to websiteImage Credit

25. Young Women in Technology Sophia Black
Assignment 5, Lower Level Visual Design in a Browser
https://projects.invisionapp.com/d/main#/console/8231403/176245056/preview

26. Young Women in Technology Sophia Black
Assignment 5, Linked Prototype URL
https://projects.invisionapp.com/d/main#/console/8231403/176242882/preview