This document discusses senior project work by Ziyu Niu on the topic of how fashion is used to create identity. It includes sections on categorizing levels of female attractiveness, female leadership in fashion, research on the careers of designers Deborah Adler and Su Mathews, examples highlighting their accomplishments, observations about gender dynamics in the workplace, and goals for a brand to bring women together to support each other.

1. FA 199, Spring 2016
Senior Project
Ziyu
Niu
Ziyu Niu FA 199 Senior Project Thomas Klinkowstein

2. How we use fashion to create an identity
• Clothing
just
like
levels
of
female
a6rac9veness
can
be
put
into
categories:
Sexy,
Feminine,
and
Trendy.
Ziyu Niu FA 199 Senior Project Thomas Klinkowstein

3. Female leadership at fashion
By building up an working female place can help those
women new to the work place and the older one can
giving the advise to them. Also, it’s a place that female
are bound together and support each other.
Ziyu Niu FA 199 Senior Project Thomas Klinkowstein

4. Research
Deborah Adler and Su Mathews have built enviable careers in design.
Coming of age working for Milton Glaser and Pentagram respectively,
each has gained industry recognition and pioneered design solutions for
clients such as Target, Johnson and Johnson, Walmart, Hyatt and
Hershey’s.
Today, Deborah has her own firm while Su is a senior partner at Lippincott
—and although they have taken different paths, collectively they have
amassed invaluable lessons on achieving business success, juggling work
and family and finding inspiration in unexpected places. Watch the
archived webcast to hear their advice firsthand and to get a sneak peek at
a new AIGA women’s leadership initiative they’re leading.
Ziyu Niu FA 199 Senior Project Thomas Klinkowstein

5. Example 1
Su Mathew, senior partner in Lippincott's New York
office and an AIGA national board member
• For over two decades, Su Mathews Hale has thrived at the intersection of
graphic design and brand strategy. Using the power of design to develop
inspiring creations while solving business problems, Su has worked with a
broad range of notable clients including Chase, Chick-fil-A, eBay, Hayneedle,
Hershey’s, Hyatt, IHG, Liz Claiborne, New York Public Library, RadioShack,
Red Robin, Samsung, Shutterstock, the U.S. Department of State and
Walmart.
• As a senior partner in design for Lippincott, Su works on global projects
spanning the full gamut of brand creation and identity development. She
served as creative director on the famed Walmart rebranding – a massive
repositioning and brand revitalization engagement that contemporized the
global retail giant while retaining the values of its heritage. Recently, Su led
the creative team for the refreshed brand identity of eBay that signaled
strategic changes of eBay Marketplaces and a cleaner, more contemporary
experience.
!
http://www.aiga.org/how-su-mathews-hale-is-designing-future-for-women/!
Ziyu Niu FA 199 Senior Project Thomas Klinkowstein

6. Example 2
Deborah Adler, principal of Adler Design and an AIGA
national board member
• Deborah Adler is a designer, entrepreneur and mother of two. Her work is
guided by the belief that meaningful innovation requires a deep understanding
of the people at the heart of her design and the changing world that surrounds
them. As the principal of Adler Design, Adler and her team pioneer self-
initiated projects and work with clients to design experiences, change
behaviors and improve outcomes.
• Prior to forming her firm, Adler partnered with Target to develop the ClearRx
prescription packaging system. This work started as her MFA design thesis at
the School of Visual Arts and resulted in a completely reinvented pharmacy
experience. Since then, Adler has taken on design challenges that range from
tackling the number one hospital-acquired infection to reimagining baby
bottles as playful objects that connect with children. At the core of her work is
the understanding that design can make a positive difference in people’s lives.
• Previously, Adler worked closely with Milton Glaser as his senior designer for
five years. She has been featured in New York Magazine, Glamour and NBC
Nightly News. Her work is in the permanent collection of the Museum of
Modern Art in New York.
Ziyu Niu FA 199 Senior Project Thomas Klinkowstein

7. Observation
• Men tend to more trust another men in the
workplace then women.
• If a women is over dressed in the workplace,
people usually thinks that their ability is week.
• Women do the work for their own sake, not to
prove or show it to some other person.
Ziyu Niu FA 199 Senior Project Thomas Klinkowstein

8. Brand Goals
Women
gathers
together
to
help
each
other
and
support
each
other
in
the
work
place.
By
building
up
a
brand
that
can
gathers
women
together
and
share
their
experience
at
work,
also
share
their
aGtude
of
fashion
in
the
workplace.
Ziyu Niu FA 199 Senior Project Thomas Klinkowstein