Created while I was Director of Marketing for The Bureau of Small Projects, on behalf of SOW Kids.
Value proposition and messaging
Sustainable clothing for kidsSOW Kids.
Kids clothing made from organic and recycled materials, with a lesson sewn into every piece. It needed one idea that could hold all of it.
Visit sowkids.com ↗The real problem
SOW had a lot of good things going on at once: organic and recycled fabrics, QR codes on every garment, seed paper you could plant. Every one of them was true. Together they read like a list.
What I noticed
The QR codes and the seed paper weren't extras. They were the point. This wasn't a clothing brand that happened to be sustainable, it was a brand that teaches kids to care for the planet through what they wear.
The call I made
Make the name do the work. SOW means to plant seeds, so everything grew from that: Nurturing the future of fashion, and a tagline kids and parents could live by, Wear the change.
What I built
The value proposition, purpose, vision and promise, five audience personas, the brand personality and a content plan built on three pillars: the clothes, the lessons and the purpose.
The words
Nurturing the future of fashion.
Wear the change.
Designed for the earth advocates, SOW outfits the leaders of tomorrow in the eco-awareness of today.
Our seed paper inserts blossom into a community of planting and growing, turning buyers into growers, and fashion into forests.
What happened
They used it. Nurturing the future of fashion sits in the header of every page of sowkids.com, and Wear the change, sow the seeds of change and the QR code and seed paper story run through their About page.
The lesson
When the name already holds the idea, don't fight it. Plant it and let everything else grow from there.
What I brought
- Value proposition
- Messaging
- Tagline
- Personas
- Brand personality
- Content pillars
This work was created for The Bureau of Small Projects, on behalf of SOW Kids. All rights belong to the agency and the client.