ANTI-DO-TO
Customer-Led Brand Identity and Digital Experience
Strategy: Insights and Audiences. Design Research and Cultural Aesthetics.
Ideation: Workshops. Prototyping.
Creativity: Branding. Verbal and Visual Identity. Product Design.
Agency: Interbrand London + C Space London.
My role: Digital Creative Director + User Experience Director.
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Starting with a very outside-in approach:
asking Gen Z to build the brand with us.
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ANTI-DO-TO is an activist brand that aims to create change through action. 50% of our Net Profits finance Social Projects around the world. Join us! Wear change and contribute to the movement.
Born at the intersection of culture, fashion and action, ANTI-DO-TO addresses the issues of our times and acts to help solve them through a business model designed around partnerships, social projects and profit-sharing.
Speaking to industry experts. Asking GenZ to build the brand with us. Developing the customer value proposition. Bringing together the customer, the brand, and the business. Collaborating with a fashion consultancy in Milan.
The hyphen is the foundation of the design system, a mark that signals what's poisoning our future, actively creating new meanings and opportunities to take a stand and promote action.
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ANTI-DO-TO exists to inspire change through actions and to build a movement of change-makers. We created an online community of GenZers worldwide and discussed their most significant issues, hopes and fears, uncovering weak signals that would soon turn into mainstream trends. With them, we built a platform that is anti-what is poisoning their future and ready to do something to create a better tomorrow.
The ANTI-DO-TO name and identity act as a live visual narrative manifesto. Three calls to action:
- ANTI - Takes a stand.
- DO - Promotes Action.
- TO - Looks towards the benefits and outcomes.
The hyphen is the foundation of the design system, a mark that signals what's poisoning our future, actively creating new meanings and opportunities to take a stand and promote action.
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The ANTI-DO-TO business model becomes the actual website navigation to create a meaningful branded digital experience.
Diagram of the ANTI-DO-TO business model
Navigation system and component for the ANTI-DO-TO website
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WEAR CHANGE: a Manifesto in the shape of an essential, gender-free wardrobe.
