Toward

Toward’s responsibility framework is the result of an extensive research project into the challenges, opportunities and existing approaches to social and environmental responsibility within the luxury fashion and beauty industries. Each brand at Toward is thoroughly vetted for environmental, social, and ethical responsibility. We had the opportunity to join Toward on their mission to evolve the standards for luxury fashion.

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We worked closely with Toward’s founder and CEO, Ana Kannan, to shape the brand of Toward. Strategically we decided early on to avoid the expected look and feel of retailer or businesses that attempt to work sustainability and environmental friendly shopping. We knew that if we want to change the world for real, we have to create a brand that can sit next to the high-end fashion retailers out there, but that has a stronger tie and subtle cues that hints towards a better future.

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The outcome was an extensive guidelines helping Toward to use the base of the brand and its new graphic design in a simple, consistent yet impactful way. The shapes in the symbol are two entities that together points towards a stronger and more robust future. Every brand sold at Toward is able to use the power of the partnership to grow in a responsible fashion.

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Our partnership with Toward extends beyond the initial brand identity as we continue to provide steadfast support through Advisory, Creative Direction, and ongoing Brand Design. Together, we’re forging a path towards a tomorrow that marries elegance with ethics.