A short-term brand strategy project creating a new brand for The Sendup, a joint initiative by The DO and H&M beyond, focusing on fostering a more sustainable and equitable fashion and lifestyle industry.
Client:
The Sendup (The DO X H&M beyond)
Services:
Brand Strategy workshops and design
Creative project management
Style guide
Copywriting
Collaborators:
Alex Marashian Studio
Lauren Kavanagh
The Challenge
When The Sendup, a dynamic sustainable fashion platform, sought to redefine its brand identity, it faced a multifaceted challenge. Amidst a sea of competitors in the rapidly evolving eco-conscious fashion industry, The Sendup needed a distinctive voice and visual presence to cut through the noise. Striving to bridge the gap between sustainable fashion and mainstream appeal, the brand grappled with articulating its core values, unique offerings, and mission cohesively. Additionally, with a diverse range of eco-friendly products and a global network of artisans, creating a unified narrative that celebrated both diversity and sustainability posed a creative challenge. The task was not only to stand out in a crowded market but also to resonate deeply with the environmentally conscious consumer base.
The Solution
I joined for the initial phase of establishing the brand strategy. I hosted a series of workshops with the core co-creation team, uncovering the brand positioning; the vision, mission and purpose of the brand; the target audience; and the competition.
We meticulously crafted a holistic brand strategy. We honed in on the essence of sustainability, infusing it into every facet of the brand, from messaging to visual identity. Leveraging a narrative that celebrated the diverse artisans and their crafts, we wove a compelling story that not only highlighted The Sendup's commitment to ethical practices but also resonated emotionally with their audience