PASSION PROJECT
For this project, my team and I were tasked with developing a full marketing campaign for a purpose-driven brand. We selected Old Navy and built Project Re-thread. This is a sustainability-forward initiative designed to launch on Earth Day 2027.
Project Rethread is a recycling campaign that invites Old Navy customers to return worn or unwanted clothing in exchange for rewards. All collected items will be repurposed, donated, or recycled. The campaign centers on the idea that every thread has a second life, positioning Old Navy not just as a place to buy clothes.
Our team created every dimension of the campaign: brand messaging and tone, visual identity, a multi-channel rollout strategy spanning social media, in-store activation, and email. We used storytelling that would connect Old Navy's existing audience to a cause worth caring about. We grounded every creative decision in Old Navy's core identity of being accessible, optimistic, and community-oriented. This was all done while also pushing the brand toward a more sustainable future.
This project challenged us to think like strategists, creatives, and advocates all at once. It went beyond just an idea and turned into something we are proud of.
