At the beginning of this module, I was researching sustainable brands that I think have a good social media presence and interesting campaigns. I wanted to look at sustainability and how it can be acknowledged by a company in the current climate of fast fashion and in-ethical production and consumption. I looked firstly at Lush because it is a company that prides itself on its ethical production and use of sustainable materials. I looked at the official Lush website and their promises to their consumers. Lush has had a lot of sustainability campaigns over the years and aims to give back to their consumers. I found their website really easy to navigate and their social media really interesting. Lush as a brand is a very good example when looking at interactive campaigns. I particularly like their packaging scheme, in which when you give back 5 of their tubs, you are able to claim a product for free. I feel incentives like these are especially successful when trying to be a sustainable brand catering to younger people. I then looked at the fashion collective Omighty because I find their social media marketing really interesting when looking at catering to a specific demographic. I like really their use of collaboration and how they utilise niche influencers, their style is very informal and therefore, caters to a younger audience especially on instagram.
I started to look at what I personally wanted to create. I eventually landed on a sustainable jewellery brand, sourcing materials second-hand, via charity shops, Ebay etc. I went to the charity shops near me and began to experiment with creating my own pieces. Although these are rough examples, I was happy with the outcome and thought it was a good start in creating my style for this brand. I figured out that my demographic was mainly younger people however, because I value sustainability and rewearing items, I wanted to make my pieces timeless and special for every age group. For my visuals, I landed on images that communicate the feeling of summer, travelling and experiences. I tried to experiment in creating carousel posts for instagram, using images that lay over 2 slides for a more unconvetional but professional look. I created a post for mothers day as I felt this was the kind of day where a jewellery brand could promote, for their followers to purchase as gifts for loved ones. I centred my post around motherhood, using a clean, minimalist font and images showing love in maternal relationships. I feel like this was successful and I’d like to experiment more on social media posting for my brand.