ANTI-DO-TO: customer-led brand identity and experience
Creating an activist brand for the next generation.
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 Direction, Product Design Direction.
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.
Understand
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.
Define
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.
Design
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.
Deliver
Naming, Strategy, Brand Identity and Experience Design, Prototyping.
Starting with a very outside-in approach:
asking Gen Z to build the brand with us.
The ANTI-DO-TO business model becomes the website navigation
to create a meaningful digital experience.
WEAR CHANGE
A Manifesto in the shape of an essential, gender-free wardrobe.
