Position a charity brand as an edgy player in the fashion world
Fledgling fashion and charity brand n:Philanthropy approached JWALK to take their company to the next level with their first major campaign. Already in the consciousness of LA’s elite, they wanted to raise awareness of their brand in the mainstream, particularly the charity component of their philosophy.
Charity brands are becoming more and more common as social impact has grown to be a priority for many millennials. What so few of these charity brands do well is establish an identity beyond just their mission. JWALK saw this as an opportunity for n:Philanthropy to capitalize on their fashion roots and stand alone as a clothing brand, which just so happens to give to charity.
To accomplish this feat, we delivered a brand book pushing n:Philanthropy to fully embody the persona of who they make clothes for - confident badasses who are unafraid to stand for a cause and style. With a rougher aesthetic and a new verbal and visual vocabulary, we launched their biggest campaign to-date, a street-chic concept featuring Elsa Hosk, which we articulated across social, press, and OOH.