Problem: How do you build a social campaign for an issue that is ambiguous and misinforming?
Task: Create a brand system, website and social presence for a sustainable fashion campaign that combats fast fashion
Role: Ideation, branding, art direction, web design, social media
Brand System
It was important that the message of this campaign was obvious to the audience, so the logo was created by combining recycle sign with a clothing hanger to create an intuitive imagery. The brand’s color palette is composed of soft earthy tones like green, blue and terra cotta, and finished off with muted blush color to appeal to the millennial female audience.
Web Design
The main platform for this campaign is the microsite, where information can be accessible and well-thought out. I designed the website with three goals of the campaign in mind:
Create a socially-conscious visual identity that has a strong brand recognition system.
Change uninformed, young consumers’ spending habits on clothing.
Promote the practice of buying investment pieces rather than spending on cheap clothing that will last a short-cycle.
Social Imagery
A vital marketing objective of this campaign is to reach millennial and Gen Z audiences through social media engagement (especially in a visual platform such as Instagram). I created social media graphics that repeat in a set of 3 posts for the consistency of the “feed.”
Campaign Products
As a way to fundraise for this campaign, I created a logo eco-bag along with product tag and shopping bag.
