What does it mean to design with an intersectional lens?
You’ve probably noticed this word ‘intersectional’ in my Instagram bio and also when you are filling up the ‘work with me’ form. Whether it’s your first time coming across this word or 100th time, this writing is intended to explain what it means to design with an intersectional lens, particularly as it pertains to website and brand design.
“Intersectionality (or intersectional theory) is a term first coined in 1989 by American civil rights advocate and leading scholar of critical race theory, Kimberlé Williams Crenshaw. It is the study of overlapping or intersecting social identities and related systems of oppression, domination, or discrimination” - Syracuse University Libraries.
Illustration by Kate Matesic. Source: UX Magazine.
People are fluid.
In the intersectionality illustration above, it’s important to note that each circle is a structure and system at play. Designing anything with an intersectional lens means understanding the fluid nature of each audience member. With this in mind, you can be better-informed about the decisions you make when it comes to your brand and the touch points for your brand such as a website.
For each website that is designed, I typically offer a 2 hour ‘unpack your brand’ session where we dig into the intersectionality of your audience and also your offering/s. Through the conversation of these sessions as well as a thorough research of your industry, we:
1) Intentionally craft a visual brand that speaks volumes of your work.
2) Offer actionable suggestions, some of which will be reflected directly on the website.
3) Suggest tangible solutions that can simplify your workflow.
4) Make recommendations for ongoing learning and action.
By doing taking this intersectional, we can make sure that your brand and website is operating from a wholesome place every time it communicates.
