[QYZBOLSYN]

branding project

CONTEXT

This project explores feminism in Kazakhstan through the lens of visual culture and design. As a young Kazakh woman, I feel personally connected to the topic and believe that education on women’s rights is essential within our society.

The project is titled “Qyzbolsyn”, a reinterpretation of the traditional phrase “Ulbolsyn”, meaning “Let the next baby be a boy.” This expression reflects a deeply rooted patriarchal preference for sons in contemporary Kazakhstani culture. By reversing it to mean “Let the next baby be a girl,” the project challenges this norm and reframes the value of daughters within society.

DEVELOPEMENT

The development of Qyzbolsyn evolved through continuous experimentation across print, digital, and physical media. After establishing the name, slogan, colour palette, and typographic system, I began by exploring the visual identity through logo sketches. I focused on combining the Latin letter “Q", referencing both Qazaqstan and Qyz (girl), with the Venus symbol and a raised fist.

MOBILE

This outcome connects directly to the project’s name and concept. I created a children’s mobile to symbolize the power of upbringing, suggesting that ideas like feminism should be introduced from an early age. I chose ceramics because it is a historically undervalued craft associated with women’s work. Although fragile, the object can function as a symbolic display piece within the home.

The base references the shanyrak - a traditional rooftop structure symbolizing family and unity - with feminist-inspired ornaments suspended beneath it.

CARPET (DIGITAL)

Carpet weaving, a traditional nomadic craft, is one of the disappearing art forms in Kazakhstan. Historically passed down through generations, it was essential for survival, providing warmth and decoration. Carpets were also part of a bride’s dowry, and girls often began weaving them from a young age in preparation for their future.