Parsons / The New School

BFA Communication Design

Thesis 2016–17

Marjorie Chamberlain
Gradient

One sport where there is a massive under-representation of women is the sport of skateboarding. It is a male-dominated sport and the culture surrounding it is incredibly masculine and degrading towards women. The current representation of female skaters only enhances this male dominated culture. Many women who skate feel as though they need to be more masculine to be respected by their male counterparts. Women who don’t skate are turned off by or intimidated by the hardcore overtly masculine tone.

Gradient is a lifestyle skateboarding brand for women that is neither overly masculine nor overtly feminine—that changes the way women see skateboarding, attracts them to the sport, and gives them the acknowledgment they deserve. Gradient’s bold yet refined brand evokes the invigorating, effortless, and free feeling when on a skateboard. It’s for the independent, on-the-go attitude young working women have today. By designing apparel, boarding products, and a lifestyle publication Gradient aims to create a new representation and community in the sport of skateboarding. The vibrant color palette represents how energizing and limitless skateboarding can make you feel. The graphic imagery and editorial content communicates a dedication to celebrating women and the strengths they have. The intentional slash is a motif that references the slopes and ramps associated in skateboarding as well as Gradient’s aim to cut away from the skate culture of today.

This lifestyle brand encourages more women to skateboard, whether you’re doing ollies on the weekends, or riding your board to work. Women can shred too.


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Parsons / The New School

BFA Communication Design
Thesis 2016–17