The Phluid Project Marketing Campaign

The Phluid Project was founded on the idea of using apparel as a physical way to promote freedom of expression regardless of gender presentation and without being inhibited by “pre-gendered” expectations when shopping.  The Phluid Project launched the gender-free shopping experience in 2018 online and in person (NYC). 

Through both online and in-person experiences, The Phluid Project is determined to create a compassionate and caring environment that welcomes everyone.  Instead of dividing the apparel into gendered sections, all items sold are divided by function, size, or style to invite customers of any gender to purchase from any section of the store.  The gender-free experience is now available worldwide.

The founder, Rob Smith, was motivated to create a shopping experience that is not constrained by binary norms.  His heritage as a third-generation Native American from the Ojibwa tribe influenced the direction he took to create a non-gendered experience. Rob and the Phluid Project team work to find ways to contribute to the fashion community that honor past and present Two Spirit leaders through interdisciplinary means of art, type, and experiences The Phluid Project is involved with.

Besides apparel, The Phluid Project is involved in efforts to educate and empower local communities to strive towards more inclusive lifestyles.  All events and campaigns The Phluid Project are involved with work to amplify the voices of younger generations in hopes of creating a safer world for queer communities everywhere. The Phluid Project is committed to collaborating with organizations, companies, and artists working to celebrate non-binary expression.  The Phluid Project is working towards inspiring a more collaborative and welcoming mindset no matter how you identify.

Flowers are a great way to show anyone that they are appreciated and their accomplishments are important no matter how big or small.

This hypothetical campaign hopes to show that gifts don’t need to be gendered and everyone deserves to be celebrated through flowers, and thanks to a collaboration with local farms, it’s as easy as pressing a button.  Act as a reminder to anyone to appreciate those around them today!

The goal of this campaign is to create an inclusive atmosphere that focuses on empowerment instead of being restricted by gendered norms.  The Phluid Project is working to ensure everyone is comfortable expressing themselves and no one is discouraged by binary traditions.

This was designed as a multimedia campaign that would stretch across multi-platforms to allow the audience to experience it in various forms, in person and online.  This campaign was intended to be inclusive of anyone who approached it, whether they see a free flower vending machine near their local grocery store or see the risograph posters that lead them towards the website where they are encouraged to send flowers to friends no matter what occasion they are celebrating.   Throughout the design process, thorough research was done to ensure not only that multiple populations and people have access to the flowers but also that they feel comfortable approaching these advertisements.