Developing a campaign strategy and visual identity concept to promote second-hand shopping. Deliverables for this project included a visual identity system, a poster series, merchandise, social media posts, and a campaign book that outlines the campaign strategy, brand elements, and campaign assets.
Fast fashion contributes to excessive waste, pollution, and resource depletion, while promoting a culture of overconsumption. Many consumers remain unaware of these issues and continue to shop fast fashion, perpetuating a cycle that harms both the environment and society.
Develop a campaign that promotes second-hand shopping as an alternative to fast fashion, highlighting its benefits and encouraging consumers to adopt more sustainable purchasing habits. Inspire a shift towards circular fashion practices that prioritize reusing and recycling.
My process began with diving deeper into the adverse impacts of fast fashion and the advantages of second-hand shopping. I used my research to guide the development of the campaign strategy and visual identity. The seamless and connected feel of the logotype reflects Refashion’s mission of creating a seamless transition to a circular fashion cycle. The icon symbolizes the repurposing, reusing, and recycling of clothes by strategically arranging clothing items to form a recycle symbol.
In order to make sure that the design system I created is functional and would be successful in numerous scenarios, I moved on to designing a variety of print, digital, and 3D applications.
The campaign successfully raises awareness about the environmental and economic benefits of second-hand shopping, encouraging consumers to reconsider their purchasing habits. The visual identity and materials create a cohesive and appealing brand presence that resonates with the audience, fostering a sense of community around sustainable fashion. By providing a comprehensive strategy and a versatile design system, this project lays the groundwork for ongoing advocacy and education about the importance of circular fashion practices.
