Sustainability Campaign

For a major fashion brand (that I legally can't name)
Year
2023
Scope
Illustration
Timeline
9 weeks
Live project
Preview
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Some of the best projects come with an annoying catch: an NDA. So I can't say who this was for, but I can show you what I made.

A global fashion brand (if you've been to a mall, you've seen their stores) hired an agency for a sustainability campaign, and the agency brought me in for the artwork. There were five pillars, each one a heart with an illustration inside: We ♥ wilderness, organic cotton, recycling unwanted clothes, ♥ your clothes for longer, and ♥ one another.

We developed five distinct illustrations using a consistent visual style. Wilderness: Celebrating their partnership with a major animal welfare NGO. Organic cotton: Highlighting their commitment to using organic cotton in most garments. Recycling unwanted clothes: Promoting their circular recycling program. Love your clothes longer: Supporting their repair and garment care initiative. Love one another: Representing a partnership with a social mission organization.
Sustainability campaigns walk a fine line. Too earnest reads as greenwashing, too playful isn't taken seriously, and too corporate means nobody cares. The heart did a lot of the emotional work, but the illustrations had to be clear, feel like one family, and work everywhere from in-store signage to digital. They also couldn't look like generic eco-messaging. And since the campaign launched in North America with plans to grow, they had to translate well across cultures.

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