Fashion Week Rochester (FWR) Rebrand
Rebrand + Social Campaign | Rebrand FWR and create a campaign to increase donations for the Center for Youth.
is an annual event that supports an amazing cause: The Center for Youth, a non-profit that provides at-risk youth with counseling and emergency shelter. But with no identifiable brand, low awareness of the charity connection and an aggressive fundraising goal of $250K, FWR needed a brand makeover.
We had to unite the community around a fashion event, but fashion itself is a divider. It separates the haves and the have-nots. So we found a visual commonality to blur this line. With threadbare clothes being all the rage, it’s hard to tell the difference between a $500 Gucci sweater and a $5 sweater from Goodwill. This helped us tell a powerful story that connected FWR to our non-profit.
We didn’t just use professional models in our ads. We walked the walk, featuring at-risk teens who had been helped by our charity. Through premium print ads and large format posters, the campaign humanized homeless youth and made fashion less polarizing.
With zero paid media we increased campaign awareness by blurring the line once again. Using donated cutout art from famed fashion illustrator Shamekh Bluwi, we empowered everyone in the community to become a fashion designer. Each picture posted with #walkthewalk raised $10 for the cause instantly.
The campaign raised $625K, outperforming our client’s fundraising goal by 250%.
Project Credits
Partners + Napier
Gretchen Bye – Creative Director
Tyler Furstoss – Art Director
Cindy Rogers – Writer
Will Strawser – Photographer
Jim Nunes – Creative Group Supervisor
Matt Spaull – Producer