Weekday Studio on 05/30/2019
CHALLENGE: Following the brand’s philosophy that “Who makes it matters.” Create an identity that draws attention to the people behind each product. Evoke empathy from patrons and cultivate a relationship between consumer and creator. SOLUTION: Instead of focusing on the ethical clothing narrative, we spotlighted the brand as a solution. We produced imagery that conveys a story that is personal, transparent, and life-affirming — reminding people that they aren’t just customers, but heroes in this story. We chose an aesthetic that was stylistically neutral, but never dull. Our aim was to remind customers that their products are made with dignity, hope, and compassion for others. Each maker handwrites their name onto the labels of the products they’ve created.