My partner and I were rebranding on a up-and-coming cruelty-free start-up outerwear brand. Outside of creating everything from scratch, from the brand voice and identity to full website redesign (art direction, UX and merchandising), we launched the brand’s very first brand campaign to articulate its USP: Outerwear For All Who Care. We highlighted women who spearheaded collectives as a result to not seeing themselves in the cultural landscape. We proved that intolerance to cruelty didn’t singularly apply to animal justice, but to all humanitarian causes. AdWeek did a feature story on us, further solidifying the brand’s stake in culture.