mikkel@borgsvendsen.com
Astrid
Andersen
Industry Fashion
Challenge As the future reeks of doom and gloom, an urgent need to imagine alternative futures presents itself. Enter degrowth. Put simply, the degrowth theory considers profit a means to an end: living a meaningful life.
By transforming Astrid Andersen into a mission-driven brand, this project seeks to enable meaningful living for future consumers.
Insights Today, Gen Z and Millennials demand more of brands. Disheartened and demoralised by feeling forced to preserve status quo, they look for ways to claim agency. For brands to stay relevant they have to provide meaning; their why and how have become equally as important to the consumers as their what.
In conclusion, establishing degrowth-rooted brand foundations were key. My analysis found the below principles to be the most applicable:
● Decentralisation and Democratisation
● Redistribution of Profits
● Crowdfunding and Crowdsourcing
Solution Repositioning the brand and establishing a community around shared values through transmedia storytelling.
For starters, I crafted new vision and mission statements, which were accompanied by a brand manifesto elaborating the transformation of Astrid Andersen. To enhance the reading experience, I used active verbs to make images come alive; hooks and cliffhangers to create tension; and varied sentence structures to create rhythm.
Year 2023 – 2024
Timeframe 6 weeks
Type Branding, Strategy, Creative Communication
For the dreamers, ballers, artists, creators, dawgs, thinkers, visionaries, and the OG's.
Time and time again, people are exploited in the name of greed. Opportunities, dreams, and hope dissolves as we simply try to make ends meet. We find ourselves in the age of exhaustion; surviving, but not living. No more “another day, another struggle." Like Ice Cube, we should all be able to say: today was a good day.
From this year on, our profits will be allocated towards bringing about positive changes, supporting organisations and causes with pure intentions; co-creating Astrid Andersen with you, funding community projects, and igniting our collective imagination.
Our mission
We’re in business to equip people with purpose, figuratively and literally.
Our vision
We want to materialise an exploitation-free future responsibly.
How We Do
Bringing about positive changes is easier said than done. We need to walk the talk. To do so, we let our below principles and values guide our actions.
Love When we think, speak, and act, we do it from a place of care, commitment, trust, responsibility, respect, and knowledge.
Imagination We dream big, boldly, and openly. We believe that imagination is the core of creation, play, and fun. Imagining what doesn’t yet exist sparks hope and inspires change.
Generosity We can never go nowhere, unless we share with each other; shout out, Pac. Being generous means sharing our knowledge, learnings, resources, opportunities and tools. When we eat, the community eats.
Quality Attention to detail and high quality are at the heart of our production, but it flows throughout all our actions. We’re no mid machines.
Integrity This means staying accountable to our way of being, to our community, in bringing about an exploitation-free future responsibly. We walk the talk and learn from our mistakes.
Unconventional We do it our way. We question everything. Nurturing creativity and innovation means challenging conventions, believing in our vision, building creative confidence with one another.
Join the community. Co-create a better future with us. Connect with like-minded people all over the world. Open new doors; and have new doors open to you.
