BodiesContextsFontLanguageMinds
Purpose

WOMEN: MIND-LESS




BEHEADINGBeheaded WomanBeheaded Woman
Less is more is the rule here. Your job is to emphasize women’s bodies and the clothes they are wearing and de-emphasize their minds. Do not be afraid to cut off the tops of the models’ heads as shown. They do not need them anyway.



DITZYWoman tugging hair and looking lost
Avoid any facial expressions that imply intelligence or contemplation.
Woman wearing faux glassesSell faux glasses and send the message that women can work to look smart, but their real job is to look beautiful. For women, seeing is an accessory. Being seen is a necessity.

DATE-READY
Woman dressed for workWhen advertising women’s work clothes, emphasize how they are date-ready, man-ready.

Possible caption: Unsuit your Suiting with pieces designed to take your 9-to-5 from desk to dusk (and straight into the weekend).

Possible style tip: Menswear-inspired oxfords or stolen-from-his-closet bow ties and belts make workday basics anything but.

MEN:





STRENGTHMan with head


Men’s minds are central to their work. Their jobs require thinking and are not dependent on physical appearence.

NEVER behead a male model.



INTELLIGENCEMan looking smartMan looking smart
Use men's facial expressions and their physical position to show confidence and their tendency to be contemplative and thoughtful.

Make men look and seem smart. Unlike the faux glasses we use on the women models, we use real glasses for the men.


EDUCATION
Use language to further associate men with education.

Captions to go along with their intelligent look:
The Varsity Cardigan
The University Coat

Clothing descriptions:
You'll instantly feel like the big man on (and off) campus.