Better informed choices
Activation plan for a start-up (BetterChoice) offering a data-driven solution to assess the sustainability score of any apparel product
Role
Consultant/ Course Project Cambridge Institute for Sustainability Leadership course (CISL)
Nov 2023 - March 2024
Scope
Narrative, visual identity concept, content strategy, partnerships and engagement opportunities.
Context
Position the solution as simple and reliable (in a landscape dominated by confusion and mistrust) to effectively promote sustainable production practices and address overconsumption. Support partner-acquisition efforts and generate consumer interest.
Research
Assessed the methodology and the solution to ensure clear, unambiguous and meaningful evaluations, and developed a set of FAQs to address partner concerns and consumer inquiries
Reviewed key competitors – Good on You, Provenance, and Renoon – with a focus on their value propositions and communication strategies
Reviewed policy framework and various reports, and identified key organisations driving the sustainable‑fashion agenda.
Branding and communications deliverables
Narrative: clear articulation of the brand’s purpose, vision and mission
Positioning statement: key messaging tailored for partners and consumers
Visual identity: evaluation of current assets, with recommendations for new elements and enhancements
Collaboration recommendations: partnerships with reputable organisations (for example, GFA) and research agencies to build credibility
B2B communications plan: strategy focused on partner onboarding and support for partner–customer communications (B2B2C)
Consumer education plan (B2C): key messages and content themes to educate consumers about sustainable choices via owned channels.