Seeking for ways to turn a global crisis into an opportunity for systemic progress, Matteo, Victor and Silvia quit their corporate jobs in fashion and created WRÅD - a brand and community working to catalyse the rise of a new order of sustainable action. Initially born as an Instagram page, WRÅD needed a to grow its community by building a strong identity, purpose statement and developing a unique tone of voice.
We created a series of manifesto campaigns to be released in the course of a year introducing WRÅD's ethos and purpose (to challenge the status quo) to a growing group of likeminded individuals. WRÅD is the synthesis of the words RAW and RAD - the campaigns visual direction and tone of voice was built on these two words and spoke to a young demographic of "truth-seekers" willing to take action to raise awareness on the true cost of the fashion industry and ignite change. All the people who appeared in the campaign were existing members of the community - making the brand more approachable, authentic and real. WRÅD's Instagram page was used by multiple members of the community, narrating the behind the scenes in a very direct and unfiltered way.
WRÅD grew from a simple Instagram page and online community to a Focus Design company pursuing its mission through Education - with the launch of School of WRÅD, a crowdfunded educational platform on the culture of sustainability. Innovation - with an in-house R&D department developing innovative materials and dyeing techniques. Design - with its own fashion brand and Consultancy - working with clients as Starbucks, Yoox Net a Porter, Ferragamo and Fiat to develop products made with respect for our Planet and People and brand narratives capable of delivering complex sustainability messaging in compelling and digestible formats.
Project carried out as part of WRÅD Focus Design team.
View School of WRÅD
View WRÅD x Yooxygen