Helpsy

The average American throws away 100 pounds of clothing per year. On the whole, we recycle less than 15% of the textiles we purchase. And fashion is consistently in the top five most polluting industries. But, we don’t hear much about it.
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The founders of Helpsy heard. They started by improving access to collection bins in the northeast, and now maintain over 2000 containers and they are a certified B Corporation. Additionally, they opened sorting facilities to process what they collected and bought through other channels. It turns out 95% can have another use. The rougher items (about 20%) are recycled into insulation, shop rags, or the stuffing in car seats. That leaves 75% suitable to be reused, a much better outcome. Last year, they processed 25 million pounds! 
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Their team decided the best way to meet their mission was to start an e-commerce site. That brought up questions about brand architecture. In addition to the B2B company, Helpsy also owns a company called Kosei Threads which sells clothing by the pallet to individuals who resell the clothes online one piece at a time. Should the new B2C site be called Helpsy, Kosei, or something different altogether?
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We surveyed the market, looking at competitors and other companies solving a similar problem in different markets. We created an identity system that tied the companies together and leveraged brand equity rather than deplete it.
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AOR: Bullhorn
Role: Creative Director, Design Lead

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