Fair Trade Certified
STANDING OUT AMONGST THE labels
For the last two decades, Fair Trade USA has pioneered conscious consumerism — making it easier for shoppers to make ethical decisions with their everyday purchases. But in a more crowded market filled with new labels, featuring everything from non-GMO to gluten-free, they were having trouble defining what made them unique.
I led the agency team that transformed Fair Trade's approach to consumer activation — positioning the brand as less of an altruistic 'sacrifice' and instead as a consumer-first affirmation (as seen in this redesign of their website).
Before
After: featuring tagline that I wrote
DESIGNing FOR TODAY’S screens
Our team also revamped their content strategy for a social-first communications landscape — showcasing specific products in situ, and explaining their business model in a more accessible way.
getting the world’s biggest brands on board
I also facilitated multiple workshops with leading brands like Patagonia, west elm, and Athleta – to identify ways that a unified voice can be a rising tide that lifts all boats.
The spec creative below served to illustrate ways that multiple brands could campaign together in a values-led way:
CREDITS
Produced by Blue State Digital for Fair Trade USA.
Creative direction: Chris Royalty
Design: Jenna Steely
Strategy: Sarah Papp & Sarah Twombly
UX: Sarah Papp
Communications: Quinn Donnelly
Account and project management: Katie Wiley and Jaimie Cohen