Fair Trade Certified
Over the last three decades, Fair Trade USA pioneered conscious consumerism. But in a more crowded market filled with new labels, featuring everything from non-GMO to gluten-free, they were having trouble standing out.
I led the agency team that transformed Fair Trade's approach to consumer activation — positioning the brand as less of an altruistic 'sacrifice' and instead as a consumer-first affirmation (as seen in this redesign of their website).
Before
After: featuring tagline that I wrote
CREDITS
Produced by Blue State Digital for Fair Trade USA.
Creative direction: Chris Royalty.
Design: Jenna Steely.
Strategy: Sarah Twombly.
UX: Sarah Papp.
Social media: Quinn Donnelly.
Account and project management: Katie Wiley and Jaimie Cohen