Shrift
Brand Identity
Sustainable Campaign
“Shrift” — conceptual campaign design for a factual based and personalised anti-fast fashion campaign sponsored by Clean Up Australia, encouraging young consumers to adopt sustainable shopping habits, as well as consider the impacts caused by the fashion industry.
Overview
Shrift, a conceptual sustainable campaign that aims to highlight the environmental impacts of fast fashion brands to a younger demographic of Gen Z consumers. The campaign focuses on a personalised yet factual approach, conveying key fashion waste facts while keeping in tune with visual identity resonating with its target audience.
It was imperative that Shrift avoids making its audience feel bad about shopping at fast fashion brands, rather offer alternatives and insights for their audience to embrace better shopping habits and be made aware of real facts regarding overconsumption.
The Mission
The fashion industry currently stands as one of the world’s most polluting and often unethical industries. From excessive water use, high levels of landfill, child labour, and the promotion of overconsumption, fast fashion brands harm the way we approach clothes.
The “Shrift” campaign (a combination of Shift and Thrift) aims to change the way young Australians approach fashion consumption.
Progress
The Earth
The Earth was the mascot chosen for this campaign, with the style following a vintage feel to mirror thrifting and second hand culture. Having a mascot for this campaign was important, as people will over time recognise the Earth character and associate it with the campaign. With frequent social media advertising and content, as well as out of home advertising, the Earth character will become easily identifiable along with the campaign.
The Logo
The Shrift logo, born from the words Shift and Thrift. Early on when sketching the logo, I wanted to combine two different kinds of lettering in the one logo, something rounded and sleek (seen in the S, I, and T) combined with a more modern sans serif type. This was done to further reinforce the combination of the two words, and also the message of thrifting and second hand shopping in a modern fashion world.