A fashion designer, brand strategist, and design director
About
REBRANDING
The work was executed under the supervision of Susan Gornell.
“It's definitely hard to travel far with urban mobility, but is it still worth it to get maintain instead of regular fossil fuel vehicles?”
They value a social, enjoyable lifestyle but is also concerned about the environmental impact of their choices. They face a tension between the desire for convenience and the need to reduce their carbon footprint. The question of whether urban mobility can truly replace traditional vehicles for longer journeys becomes a central conflict.
Vitality X Corporate social responsibility
“How can we prioritize innovative gear and technologies without potential environmental impact?”
They prioritize high-performance and innovative products but also want to be socially responsible. They struggle with balancing their desire for cutting-edge technology with the need to minimize environmental and social impact.
Recognition X Ethical consumption
“Other than the aesthetics, what about the practicality and funtionality as well as manufacturing and lifecycle considerations. What is your priority?”
They value aesthetics and brand image but also prioritizes ethical consumption. They face a dilemma between choosing products that look good and those that align with their values. The question of whether a product's appearance should take precedence over its functionality, manufacturing process, and overall lifecycle impact is a central conflict.
— Won (32), fashion designer based in New York City
“Collective responsibility is sometimes too big of a concept for me to wrap my head around to be honest. And that’s why when a brand is about it, it helps me to live that way.”
— Scott (35), acountant based in Los Angeles
“I used to drive a Mini in a city and it really is because it’s visually cute, colors are so unique. There is a deep personal connection.”
— Chaereen (27), brand marketer based in Los Angeles
Please contact if you’re interested in learning more.
Third-party images, text, and logos are the property of their respective rightsholders. They are intended for educational purposes as part of a student presentation and are used for demonstration only.
Third-party images, text, and logos are the property of their respective rightsholders. They are intended for educational purposes as part of a student presentation and are used for demonstration only.