Challenge:
Stella McCartney needed a cohesive and engaging campaign identity for their Sustainability Series which would be used to enhance staff understanding of the company's sustainability initiatives.
Solution:
I developed a comprehensive set of printed and digital resources as a training toolkit. The identity centred around the concept of Restore & Regenerate, using a line graphic to symbolise this continuous process. I used Stella's brand font, Aperçu in Mono & uppercase, to subtly represent activism, with green highlights linking to eco-friendly themes. The result was a contemporary, simple, and inspirational extension of the Stella McCartney brand with an activist spirit.
Impact:
The campaign identity had a significant impact with staff feeling more informed and engaged with the company’s sustainability initiatives and more confident talking to customers about sustainable practices. The visual and conceptual alignment of the campaign reinforced Stella McCartney’s brand identity, further solidifying its reputation as a pioneer in sustainable luxury fashion.