Branding, UI/UX, Web Design, & Packaging
There is a misconception that ethical clothing made by fairly paid workers is not affordable. In my research on the topic of fast fashion, I discovered that while there is affordable ethical fashion, it is not widely available in brick and mortar stores. Even small businesses often stock their stores with manufacturers that produce clothing overseas in factories with little oversight where workers aren't fairly paid.
I spent a semester researching how best to address this issue. I didn't want to push consumers to only buy American-made because so many countries economies and jobs rely on the textile industry. Instead, I chose to reward manufacturers that fairly pay and treat their workers and to encourage consumers to support the local economy.
I designed FairTrend, a nonprofit that works with small businesses to make ethical fashion more affordable. Small businesses that pledge with FairTrend receive resources to get them started, pairing them with manufacturers that produce clothing in their style and price range. The goal is to make ethical fast fashion more widely available and to bring more business to ethical manufacturers as well as small businesses.
I designed a black and white identity that could appear next to the store logo that they paired with without detracting from their brand.
The name FairTrend plays on the word "fairtrade", which refers to any product produced by fairly paid workers. To reduce confusion, I referenced imagery that could easily be associated with clothing, so viewers would know what industry the logo referred to.
The website has windows that cater to both consumers and small businesses, with resources for both. There is an area where consumers can search for products based on different filters so that they can support ethical business online even if the do not have ethical options in their area. The filter searches though a register of all of the stores that have pledged with FairTrend, which brings online orders to small businesses.
Business owners are encouraged to pledge with FairTrend through the site, they're shown resources that are available for FairTrend businesses, and information about why ethical fashion matters.
The video advertisement features the package that businesses receive when the pledge with FairTrend. It is shot in a "from-above" style that many beauty and fashion bloggers employ. The style highlights the products and references fashion videos to help attract consumers. The advertisement is designed to appear on Instagram and be marketed to users who follow a lot of clothing companies and beauty bloggers.
Once a company pledges with FairTrend, a graphic is generated pairing the logo that the store uploaded with FairTrend's logo. The graphic is for sharing on social media to announce to a store's followers that they have taken the pledge.
The package that small businesses get in the mail from FairTrend includes print advertisements such as a sticker, a flyer, and a postcard, a brochure with added information for the business owner, and a t-shirt for them to wear to help spread brand awareness.
The postcard features an illustrated map of the location that the store is in, with clothes hangers marking all of the FairTrend stores in the area. On the back, there is a complete list of the stores that have pledged FairTrend. These are designed to be left in hotel kiosks and other communal areas for consumers to pick up and take with them as a tourist guide.
The brochure welcomes the business to the FairTrend family and has information about manufacturers that work with fairly paid workers and produce clothing that fits the store style and price range.
The sticker is designed to be placed on the outside of the store to announce to passing pedestrians that the store is a FairTrend business. This allows them to use their beliefs to appeal to conscientious consumers.
The outdoor ad was designed to be placed by a bus stop and other types of public transportation to appeal directly to people on a budget and to indicate that ethical fashion is not only for those with a lot of expendable income.