Art Direction for Thriv3Group: new life to retail mannequins
Recycling | Design | Branding | Startup | Marketing and Communication
Challenge
Curating the coordinated image of the mannequin recycling Startup Thriv3 Group
Result
Brand Identity, Payoff, Website, Social Media Management, Concept Design
Client:
Thriv3 Group
SDGs
THRIV3 GROUP is a recycling initiative by MC Displays, a UK mannequin producer, aimed at putting old fiberglass mannequins into a virtuous cycle of circular economy by transforming them into new materials and retail displays.
HENRY & CO. designed the brand identity of THRIV3 GROUP, starting from the core values of the initiative: placing old fiberglass mannequins into a virtuous circle of circular economy. To emphasize the centrality of circularity in the startup’s business model, HENRY & CO. introduced a pictogram in the logo itself, connecting the “O” and “U” in a single stroke to resemble the infinity symbol, which is commonly associated with the concept of circularity. The adopted font is tied to the fashion and retail world due to its bold and captivating geometries.
The frame surrounding the logo simulates a storefront window, enclosing the logo while at the same time suggesting the context of the initiative’s operations.
The payoff “Regenerate displays for conscious retail” summarizes and encapsulates every key element of the business. Within it, you can find a clear message of rebirth, regeneration, and new life related to the focus area, the sensitivities of the target audience, and the ultimate destination of the regenerated product.
HENRY & CO. created the THRIV3 GROUP website with the clear and simple intention of presenting the project, its processes, and its charity initiative “80/20,” for which 20% of the proceeds are allocated to selected charities.
To get to the core of the activity and immediately show visitors what the initiative is about, HENRY & CO. produced a video presentation for communication and the website’s homepage.
To support the startup in pitching to investors and stakeholders, HENRY & CO. produced a series of informational documents in various formats, from pitch decks to informational brochures.
Similar to the support provided for the creation of paper-based content, HENRY & CO. supported THRIV3 GROUP in the setup, creation, and population of its social media pages, outlining the visual and aesthetic style guide for communication, aligning it with the rest of the coordinated material.
In addition to designing the brand identity, HENRY & CO. was also actively involved in developing a proposal for displays for shop windows and retail spaces made from the recycled material from mannequins. The result is a concept of monomaterial displays that, through simple panel cutting and assembly, create geometries and innovative, alternative display solutions.
