Dandasha
Rebranding

Doing Good is a Timeless Fashion

Industry
- Retail
Services
- Rebranding
- Design
- Community

The Challenge

Shekulo Tov, an organization for the vocational, supported employment and social rehabilitation of people with psychiatric disabilities, asked us to lead an all-good branding process. Dandasha is a fashion initiative that supports people with psychiatric disabilities while encouraging recycling and secondhand consumption, and gives meaning and value to fashion consumers, especially vintage lovers. The Shekulo Tov team felt the current branding did not speak Fashion, therefore missing out on additional relevant target audiences: updated, digital fashion enthusiasts. The customer challenged us to turn Dandasha into a pro-bono brand that speaks fashion as a first language.
The Solution

When doing good, the more the better. Open decided to include the graduating class of the Buds workshop in the project. Buds is an annual initiative that allows design students to intern in an actual business, working on real projects for real customers, with our professional guidance. We saw a real opportunity here – giving the designers of tomorrow the reins to handle a fashion brand brief of the modern era.

New language, new opportunities

The brief given to the students was to turn a pro-bono brand into a brand that speaks fashion. A week later, two groups of students presented their comprehensive branding plan to the customer: updating the logo and the graphic elements to a language of fashion and relevance that is adapted to digital applications – an online shopping website and online presence on social media as well as paraphernalia such as bags, price tickets, etc. Everyone came out on top: the students got a shot at a real campaign, the customer got amazing products and we got to be a part of a creative process that is all good.

A new photographic language

Fashion brands communicate through precise, unique, meticulous photographic language that conveys, through a minimal number of frames, the entire brand experience including its essence, values, differentiation, and positioning. With our guidance, the students created a contemporary photographic language that communicates the experience of wearing fashion that does good, through models wearing the pieces while projecting fun and joy.

A new photographic language

For more fascinating growth stories

- TNX
  
  Turning the disability into a gift
- Good Pharm
  
  Pharm In Good Prices

We would love to help you grow, too

If you have a project in need of branding.
If your brand requires a new strategy.
If it’s time to refresh the brand language or design concept.
If you want to work for us and with us to grow brands together.

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