Visual archive for the re-signification of hegemonic archetypes of femininity and the activation —through design— of new ways of imagining and representing ourselves.

How can we design more inclusive visual futures if the images we carry in our visual memory still echo the roles we were once compelled to perform as women?
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This research stems from a personal concern: to examine the images that have shaped the category of “being a woman,” to trace their origins and uncover the structures of power they sustain.
Through a visual archive structured in three sections —pictorial, media-based, and digital— this study analyzes the archetypes that have shaped our collective imaginary and explores how visual communication and graphic design can serve as tools for their critical re-signification.
Rather than offering definitive answers, this project proposes a tool: an open model to rethink, reclaim, and redesign alternative ways of imagining and representing ourselves.

Clara Salmeron Badia
Luis Sallés Diego & Rafael Pozo Puertolas, Project mentors
Carlos Álvarez, Co-editorial designer
Manel Cano Merino, Photographer