Affirming
Finding Meaning and Use
For something that we would much rather throw away and never think about. Perhaps it’s a topic too lofty, a collection of gaps in our knowledge.
From a piece of garbage
Dozens ideas started flowing
Prototype
One product emerged: the tie hook.
Yet, it somehow felt like a gimmick. Not bringing meaningful discussion to the table. Just a tie hook, something NEEDED and for WOMEN.
Fire was Born
An initiative to bring to light lost stories from women who were in the service.
Reclaiming the narrative is the next step.
What is worth bringing forth
Ideating and experimenting with different mediums helped refine the intent behind the Fire brand. A timeline was created in order to refine Fire’s mission and purpose.
This is how Fire got strong.
The Fire website ensures direct communication between anyone curios about women’s military life and experience. No awkward moments, no shame in not knowing. Simply having interesting interactions.