About the Project
In applying the identity system I created, I focused on creating assets which would reflect the company's values, not only in visual elements, but also through action & language. I built out everything from the company's website (its center of commerce), to a complex ongoing socially responsible campaign, and more.
Tools: Adobe Illustrator, Adobe XD, Adobe Photoshop
Key Ideas: Community Focus, Circular Economy, Unity across all assets
Website
I built out key screens of their website, including features to highlight their main C.S.R campaign, and the main task of browsing then selecting a book to purchase. I considered it important to have user-friendly search-narrowing filters for browsing a collection, to meet the needs of consumers looking for something specific. I also took note of how confusing the different ‘levels’ of quality could be to navigate in competitor’s apps, and made clarity with this element a priority on the product screen.
#TheRenewWay Campaign
This outreach campaign highlights the appeal of shopping second-hand to not-yet Renew users, in a three-part series of billboard ads across community spaces.
#RedefiningCanon Campaign
This ongoing campaign highlights different underserved communities each month, and media from said group which has been left out of American canon. The aim of this effort is to educate the Renew community, while also supporting parts of the community which have been traditionally underserved.
This campaign plays out across social media, and the actual business practices of the company. The website highlights a collection of diverse media by authors and artists who identify as part of the focal group. Products purchased from the collection include a donation to the selected NPO partner for the month. On social media, Renew drums up excitement with it's loyal fan-base, while also educating them about the chosen group, and their chosen non-profit partners.
