Fashion For Cause // Brand Guidelines

Fashion For Cause is a newly-founded charity that aims to combat mental health stigma and discrimination through fashion. However, since the organisation was still in its early stages of development, it required a new brand identity and accompanying marketing assets in order to increase the reach of the organisation. Thus, in a team of five students, I acted as the lead brand manager, tasked with the rebranding of the charity. From February to March 2020, I worked directly with the founder Vimmi Dhillon to establish a clear brand strategy that would put the charity’s values and principles at the forefront of any campaign. Furthermore, I redesigned FFC’s brand identity by shifting towards a more bold and colourful aesthetic that reflected the charity’s progressive character to a greater extent. Lastly, in order to ensure future brand consistency, I created a brand guidelines book that outlined all core elements of the Fashion For Cause’s brand in great detail.