Textile Exchange
Textile Exchange
Textile Exchange
Creative Director
Creative Director
Brand Strategy
Brand Strategy
Brand Identity
Brand Identity
Web Design
Web Design
Creative Platform
Creative Platform
2021
2021
textileexchange.org ↗
Transformed Textile Exchange, a global leader in sustainable fibers and materials certification, into a modern, editorial brand that makes the impact of materials visible and felt.
Transformed Textile Exchange, a global leader in sustainable fibers and materials certification, into a modern, editorial brand that makes the impact of materials visible and felt.
Transformed Textile Exchange, a global leader in sustainable fibers and materials certification, into a modern, editorial brand that makes the impact of materials visible and felt.
Textile Exchange operates at massive scale, managing certification standards across more than 90,000 sites worldwide, yet their brand and communications struggled to reflect the depth and urgency of their mission. Sustainability in this space often feels abstract, leaving brands and consumers disconnected from the realities of how materials are grown, processed, and brought to market. This work coincided with new leadership under Claire Bergkamp, who joined from Stella McCartney, bringing a perspective rooted in making sustainability both aspirational and embedded within the highest levels of fashion. The challenge was to create a clearer, more cohesive brand that could translate this complexity into something understandable, relatable, and actionable across a wide range of audiences.
Textile Exchange operates at massive scale, managing certification standards across more than 90,000 sites worldwide, yet their brand and communications struggled to reflect the depth and urgency of their mission. Sustainability in this space often feels abstract, leaving brands and consumers disconnected from the realities of how materials are grown, processed, and brought to market. This work coincided with new leadership under Claire Bergkamp, who joined from Stella McCartney, bringing a perspective rooted in making sustainability both aspirational and embedded within the highest levels of fashion. The challenge was to create a clearer, more cohesive brand that could translate this complexity into something understandable, relatable, and actionable across a wide range of audiences.
Textile Exchange operates at massive scale, managing certification standards across more than 90,000 sites worldwide, yet their brand and communications struggled to reflect the depth and urgency of their mission. Sustainability in this space often feels abstract, leaving brands and consumers disconnected from the realities of how materials are grown, processed, and brought to market. This work coincided with new leadership under Claire Bergkamp, who joined from Stella McCartney, bringing a perspective rooted in making sustainability both aspirational and embedded within the highest levels of fashion. The challenge was to create a clearer, more cohesive brand that could translate this complexity into something understandable, relatable, and actionable across a wide range of audiences.
I led the development of the brand foundations and evolved the identity into an immersive, editorial system that brings the full lifecycle of materials into view. The approach collapses the distance between consumption and production, highlighting the people, land, animals, and fibers behind everyday goods. Photography became a core storytelling device, blending documentary and editorial perspectives to connect raw materials to their real-world impact. A refined typographic system and a grounded palette inspired by air, water, and earth created a visual language that feels both authoritative and human. Together, these elements shift sustainability from abstract standards into something immediate and tangible, reinforcing Textile Exchange’s role as a trusted authority and convener for the industry.
I led the development of the brand foundations and evolved the identity into an immersive, editorial system that brings the full lifecycle of materials into view. The approach collapses the distance between consumption and production, highlighting the people, land, animals, and fibers behind everyday goods. Photography became a core storytelling device, blending documentary and editorial perspectives to connect raw materials to their real-world impact. A refined typographic system and a grounded palette inspired by air, water, and earth created a visual language that feels both authoritative and human. Together, these elements shift sustainability from abstract standards into something immediate and tangible, reinforcing Textile Exchange’s role as a trusted authority and convener for the industry.
The new Textile Exchange identity relied heavily on an editorial approach to photography so we created a plan to develop a library of artistic assets by creating an annual photography competition that invites emerging visual storytellers to explore the narratives that unfold when fibers and materials are cultivated, created, spun, woven, sewn, loved, and cherished – gaining cultural and emotional significance through the journey. The annual competition in partnership with Magnum Photos is intended to enrich the winners’ creative development and career progression. Winners receive a cash prize, industry leading mentorship, publication in Textile Exchange's magazine and a gallery exhibition at Textile Exchange's annual conference.
The new Textile Exchange identity relied heavily on an editorial approach to photography so we created a plan to develop a library of artistic assets by creating an annual photography competition that invites emerging visual storytellers to explore the narratives that unfold when fibers and materials are cultivated, created, spun, woven, sewn, loved, and cherished – gaining cultural and emotional significance through the journey. The annual competition in partnership with Magnum Photos is intended to enrich the winners’ creative development and career progression. Winners receive a cash prize, industry leading mentorship, publication in Textile Exchange's magazine and a gallery exhibition at Textile Exchange's annual conference.
Image Credits Top: "The Journey of Cashmere" by Leonie Freeman, Middle: “Where the Wind Blows,” by Yichen Zhou, Bottom: "The Lineage of Linen on France’s Fields" by Cecilie Nicoline Rasmussen
Image Credits Top: "The Journey of Cashmere" by Leonie Freeman, Middle: “Where the Wind Blows,” by Yichen Zhou, Bottom: "The Lineage of Linen on France’s Fields" by Cecilie Nicoline Rasmussen
10x
10x
Follower Increase
Follower Increase
17x
17x
Avg Social Engagement
Avg Social Engagement
2x
2x
Membership
Membership
Creative Director: Elida Holte
Project Team: Jason Zabel, Alyssa Feurer, Anna Evenson, Sam Stanfield
Creative Director: Elida Holte
Project Team: Jason Zabel, Alyssa Feurer, Anna Evenson, Sam Stanfield
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