Worldly

In 2023, the leading sustainability data platform in the apparel industry needed a new identity.

As Director of Brand and Content, I led a year-long relaunch (along side Watson Creative) to give the technology behind the Higg Index a name, look, and story of its own.

We crafted a future-forward story about a generational shift in how consumer goods are made — and how businesses need to prepare now.

We created an urgent color palette, angular letterforms, and a ripple motif to indicate finding patterns in chaos.

And our new name? Worldly.

Worldly debuted in spring of 2023. The campaign included media takeovers of industry publications, programmatic ads, gated content for lead generation, and a new brand manifesto video (which I scripted).

Ads and content lead with the ultimate brand promise in sustainability data: to know what’s needed to get ahead in this new era of consumer goods.

The campaign earned positive coverage in Vogue Business and Business of Fashion, and led to a 175% growth of social following, tenfold increase in site traffic, and 250k+ brand video views within a month.

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CREDITS

Senior Director of Brand and Content: Chris Royalty
Design: Watson Creative, Halina Mader
Brand Copywriting: Watson Creative
Website Strategy: Ella Kobelt
Content Strategy: Giselle Waters
Website UX & Development: Fresh Consulting
Brand video/animation: Studio ADZ for FCC