SOCKOUT SUNDAY
LifeChanger - a non-profit that empowers youth with the courage to thrive by building their social, emotional and resilience skills - were planning to launch a yearly fundraising event that needed an identity.
Client
LifeChanger
Role
Concept, creative direction, art direction, design
Type
Brand Activation, Branding
LifeChanger had recently teamed up with Cotton On Group to produce a range of limited-edition socks, with proceeds going to support the work of LifeChanger Foundation. We saw an opportunity to combine these two actions into a celebration of visible support for Australia’s young people.
‘Sockout Sunday’ was born as the culminating moment of the fundraising socks campaign, inspiring people everywhere to get their socks out for youth mental health. By inspiring people to "Change Your Socks, Change A Life", we leveraged the sense of community throughout the campaign, funnelling it into Sockout Sunday.
Retaining cohesion with the LifeChanger logo itself, the identity deconstructed and reconfigured the brand’s ‘Circle of Hope’ into a new icon exclusively for ‘Sockout Sunday’ - one that can be reconfigured again and again across every Sockout Sunday touchpoint.
