Setting the sustainability agenda with Zalando and designing a report to help the whole fashion industry be more sustainable.
It Takes Two is a thought-leadership report that identifies gaps between consumers’ attitudes and behaviours when it came to sustainable fashion. Providing recommendations for what the industry and consumers could do to address these gaps.
The research told us customers want to make more sustainable fashion choices, but struggle to put their good intentions into actions when it comes to buying fashion. Designed closely with Zalando the report had to visually appeal, meet their stringent brand standards and be engaging & compelling to read.
The visual language was built around two halves (the fashion industry and customers) that come together to form one whole. Developed from Zalando’s doMore strategy identity we adapted the circle and split it apart to directly show the attitude behaviour gap.
Working with Zalando’s strict brand guide I worked on building out a rigorous grid and typographic system to ensure the report was coherent and consistent. It had to follow a baseline grid, work with specific type sizing and also work for a range of content from editorial layouts through to complex infographics & data visualisation. A simple navigation helps signpost sections and lets users navigate through the report.
The key themes of the research were pulled out with data visualisation to help break up the more text heavy sections of the report and also provide visual assets that could be shared by the wider fashion community.
Agency: Given
Role: Senior Designer