OVERVIEW
My Team
4 teammates
Role
Brand strategist, designer
CLIENT
H&M’s Sustainability Team in NYC
DESCRIPTION
H&M's Sustainability Team wanted a brand transformation from a fast-fashion retail to a sustainable one. Thus, they hosted a competition at Parsons School of Design in 2018. My team and I worked to provide a 360 rebranding evolution.
LOGO
The color green and the leaf element resemble nature and sustainability.
PHOTOGRAPHY
The team and I decided to go for candid shots of models in a natural background to create a natural feel and look. This style serves to make H&M look less commercialized but more authentic and natural.
PRODUCT TAGS
Every apparel that is made of organic material will have a product tag to raise awareness for consumers as they navigate through an entire store.
SHOPPING BAGS
Shopping bags will be switched to using recycled paper. The color choice has an earth-tone element that accentuates H&M's sustainability initiative. The opportunity here is that shoppers who walk around with these bags can also help raise awareness.
COSMETIC PRODUCTS
Providing organic cosmetic products that are ethically sourced can be a brand extension of H&M Home. This can help H&M transform into a sustainable lifestyle brand.
WEB DESIGN
The key with the website is to keep it clean and natural. We provided a general creative direction for how their website can look or can be a subsidiary page under their homepage.
COLLECTION
Rather than having staged models pose, the team and I wanted to create a candid look to make it feel more natural and authentic. It has a more welcoming and warm feeling.
ADD TO CART
A green labeled kicker on top of the item name and an increased price helps segment this category as a premium and organic brand as well as raise awareness on this initiative.
SOCIAL MEDIA
My team and I devised a social media strategy by creating a new Instagram page for this specific initiative. An entire strategy from doing live events to a t-shirt contest will help H&M's rebranding objectives in the digital space (details to the entire social media strategy are available upon request).
ENVIRONMENTAL DESIGN
My team and I devised a pilot program to implement a new interior design to H&M's NYC stores at Times Square and Herald Square. The idea is to have a section that is dedicated to their sustainability initiative.
REVIEW
My team and I provided a north star towards positive change for H&M during this competition. We were happy to have won 1st place in this competition, but more so, we were more pleased to see big companies like H&M taking strides toward corporate social responsibility.
