Ageism Is Never In Style:
Rebranding a movement with a message to shout about
The Challenge: Building a sub-brand strong enough to stand on its own feet
Ageism Is Never In Style is a movement started by The Bias Cut founder, Jacynth Bassett, to challenge ageism in the fashion industry and beyond.
The movement needed its own dedicated branding and strategy to match the strength of its message. We wanted branding that was strong and spoke of empowerment, showed clearly that this is a movement, but was still approachable and inclusive.
It needed to complement The Bias Cut branding and unify the two brands, but still allow them to represent their individual identities and serve their separate core customers. This was especially important as Ageism Is Never In Style lives on The Bias Cut’s platforms, and doesn’t have a website or social profiles of its own.
inspired by activism & fuelled by connection
The final design was inspired by activist signage and imagery, with strong typography and a loud pop of colour to match the brand’s strong message - and to look at home across its campaigns.
The colour and graphics give the brand a feminine edge, and whilst it is strong, it is not aggressive and still invites engagement from its core audience.
