An Environment-First Fashion Movement

Role

Art Direction, Brand Strategy, Branding

Client

Fashion Positive

Agency

Viget

Fashion Positive leverages Cradle to Cradle Certified™ Product Standards to transform the way fashion products and textiles are made. They’ve worked with innovative chemists and designers at H&M, Stella McCartney, and Eileen Fisher to develop sustainable solutions for common materials. The goal? Make fashion the world’s cleanest industry.

The team at Fashion Positive approached Viget as a strategic partner for their website redesign. However, we quickly realized their brand lacked consistency—they were using 2 different logos at the time. In tandem with the website initiative, I led the team in a two-week brand strategy and identity sprint.

Process

Using a streamlined design approach to understand the goals and challenges, I developed a converging theme around continuity, character, and momentum. These directions explored the power of circular design relationships, the transformative nature of materials, and the magnetic blend of art and science.

Solution

The refined strategy positions Fashion Positive as the leader of circularity in fashion. By blending art and science, inspiration meets innovation, the brand demonstrates that Fashion Positive is more than just fashion-forward, it’s fashion-upward.

To reinforce the concept of materials and sustainability, I incorporated some of the patterns from our web concepts into the brand. In drawing visual parallels between nature and material—we discovered an invigorating color palette. Vibrant tones and rich textures balance the simplicity of the logotype while breathing new life into the industry.