COL

Institute of Brilliant Men

2024 | design fiction, brand, graphic, web, vlog










My brilliant dad



Middle-aged men generally have a temperament with distinct gender characteristics, namely "masculinity". This temperament often causes trouble to others and needs to be changed. The design starts with observing the author's father, attempts and explores how to better get along with her father's masculinity, and finally fictionalises a widely recognised middle-aged male education institute: the Institute of Brilliant Men.



中年男性普遍具有带有鲜明性别特征的气质，即 “男子气概”。这种气质因经常给他人造成困扰而需要被改变。本设计以作者的父亲为观察原点，对如何更好地与父亲的男性气质共处进行了研究与探讨，虚构了一个广受认可的中年男性教育机构：“男人风范学院”。






The Institute of Brilliant Men aims to educate middle-aged men about good etiquette. Its teaching conforms to the male's pursuit of masculinity. By framing good manners as the ultimate expression of manliness, men can modify their behaviour without compromising their sense of masculinity. This reduces the negative impact they may have on others in reality.



男人风范学院旨在教育中年男性以良好的礼仪修养。它的教学顺应男性追求男子气概的心理，通过为有教养的行为赋予男性重视的价值和意义来同传统的男性气概结合，让男性在不违背对自我男性气概的要求的同时，在行为上进行改变，以在客观上减少男性对外界造成的困扰。






Concept: Using "chindōgu” to deal with my dad’s smelly sneezes—an act of toxic masculinity that affects our relationship
Research conclusion: Instead of fighting against masculinity and passively fixing problems, why not harness masculinity? 


Tryouts: Mock-up of a magazine, Brilliance of Men; promotional video for the institute starring my dad; fake online courses with my dad as the teacher







The outcomes include the institute’s website, brochures, promotional boards, and an 8-minute video. It attempts to provide a new idea of ​​"using masculinity" for the cause of gender equality, arouse men's self-reflection with humorous and playful language, and provide comfort and resonance for people troubled by toxic masculinity.



本次创作包括学院的网站、宣传册、宣传展板和一段影像。设计尝试为性别平等事业提供了“利用男性心理”的新思路，以诙谐戏谑的语言唤起男性的自我反思，并为受到有毒的男子气概困扰的人们提供安慰与共鸣。