With Mosaic of Strength, Francesca Orsini, a student in the Master's Program in User Interface Design and AI at IED Roma, envisions a powerful awareness campaign for a sportswear brand, tackling gender equality in sports and transforming the narrative of female empowerment into a compelling visual and interactive experience.
Mosaic of Strength
Thesis Project by F. Orsini – IED Roma – Master User Interface Design and AI
Academic year
2023/2024
Inspired by the work of feminist historian Lucy Delap, the project is built around the concept of a mosaic: a collection of voices, experiences, and cultures that together create a collective story of strength and change. Within this framework, sports become both a tool for self-determination and a battleground for inclusion.
How does the Mosaic of Strength campaign unfold?
Through multiple touchpoints, amplifying its impact with:
-an interactive website, featuring stories of athletes and women from diverse backgrounds, giving them a platform through videos, interviews, and dynamic content;
- billboards and artwork, designed for public spaces and sports venues, using a visual language that represents the diversity of women in sports;
- a promotional video for social media and TV, blending emotional storytelling with powerful imagery to inspire new generations of female athletes;
- digital activations and social media campaigns, designed to amplify the message and actively engage the brand's community.
By weaving together sports, culture, and activism, the project positions the brand as a catalyst for real change, where representation and inclusivity form the foundation of a new era in sports communication.
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