Creating space for compassion
Branding, Retail, Digital
Choose Love
STORY
Choosing Love over consumerism
Choose Love is a global network of charities, communities and people providing a lifeline for refugees in times of crisis. Their focus is compassion and empathy, countering the often spread narratives of division and helplessness with joy and love.
When it came to branding their groundbreaking popup stores, we wanted to celebrate the strong connections that have been forged, and create a joyful experience in which visitors are more than just consumers—they are active participants.
IDENTITY
A Celebration of Solidarity
Across the London, New York, LA and online stores, the visual identity was designed to be engaging and exciting. Shaking off the expectations of a typical charity shop, the stores took their cues from flagship retail and brand experiences and pop-up stores.
Central to the visual identity are the ‘confetti’ shapes that provide a bright and playful backdrop to the experience. These shapes also serve the function of guiding visitors through the space, and through the experience of someone receiving help from Choose Love.
OUTPUT
Emotional Connections
Everything from product photography to shop fittings to window displays to gift cards to the online experience was imbued with a sense of celebration, joy and solidarity.
The goal was to create a subtle double-take—inexpensive but desperately needed everyday items are treated with the same elevation that a high street fashion brand might lend their products—enabling customers citizens to think differently about the things we value in our culture.
While visitors could not take away physical items from the store, they could gift their purchases to a loved one in the form of gift cards. Here the focus is on the positive connection and emotion imbued in the purchase.
Do you want to create an engaging and unexpected experience?