Brand (Prototype): echos
Campaign: Recycled Memories
Year: 2020
Award: The Drum | Chip Shop Awards, Highly Commended
School / Course: University of the Arts, London London College of Communications (UAL LCC) | MA Advertising
echos | Project for Advertising School, Brand prototype, print, OOH, commerce
My role: Concepting, Art Direction, Design
Challenge:
As a part of my portfolio submission for my MA Advertising school, University of the Arts London (UAL LCC), I was working on an open brief to solve environmental challenges. Every year, 1.92 million tonnes of textiles waste is produced.* Despite Gen Z’s passion for protecting the environment, lots of them still shop at Shein. This is fuelled by social media and influencer marketing that encourages fast fashion. So what if we flipped this behaviour, and used the influence for good?
Outcome and my role:
I was curious to find ways to tackle this fast-fashion problem that is encouraged by social media and influencers. I decided to create a fashion brand prototype for a recycled fashion brand and a campaign, that would inspire and encourage to choose recycled products instead of fast fashion. echos is made with celebrities, influencers and famous athletes' preloved clothes, mixed with clothes, destined for landfills. Part of the profit is donated to environmental charities.
Results:
The campaign was submitted as a final major project as part of a portfolio submission, where it achieved the highest grade. The campaign was also positively met at The Drum's Chip Shop Awards, where it received a Highly Commended award. It was also developed for Adidas as a proactive idea: see the full project here.
Use influencer culture to make recycling cool again.
Each product contains 1% of preloved celebrities' clothes
Print / OOH
Part of the profit will be donated to cleaning oceans from plastic, partnering with Happy Oceans and other environmental charities.
Branding & Name: echos (eco + echos / voice of celebrities / influencers).
Logo: a modern twist of a regular recycling logo, using a dynamic branding system.
A unique, distinctive branding will leave traces of echos brand. The branding uses a dynamic branding system, it's fully responsive therefore it can work with other graphic elements, and collabs lockups with other brandmarks, and text, in different scales, backgrounds, colors and line weights.
1% by David Beckham
Commerce
echos will be distributed across e-commerce, social commerce and through brand partnerships and their commerce platforms.
The brand will also include collaborations with other fashion brands and will include a limited edition that would have a donated fashion line from the celebrities themselves where all the profits would be for charity purposes.
Brand partnerships: Adidas x echos
In 2024, all of Adidas' shoes and clothing will be made with 100% recycled polyester. As Gen Z and millennials are influenced to spend more on celebrity-endorsed items, what if we gave something way beyond?
Introducing Adidas echos: a recycled clothes collection, made with 1% of celebrities' pre-loved clothes. Adidas echos collection involves recycled clothes previously owned by brand ambassadors, such as David Beckham (the top male celeb when it comes to consumers buying in the UK), or Kylie Jenner, Pharell Williams, Lionel Messi, Millie Bright and others.
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Presenting the collection's launch with a photoshoot that includes celebrities' collabs.
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Items drops:
A range of items are sold through the Adidas Confirmed app.
Every item has a unique branding and label, indicating that the item has 1% of celebrities' pre-owned clothes inside of its material.
echos will collaborate and inspire other brands, creating a recycling movement.
It will also include a limited edition of 100% authentic donated clothes, with all profits going to charities.
The profits are donated to an environmental charity.
echos: making a change for people's and brands' behaviours to inspire them to achieve a better future for planet