Case Study

Calling all creators

In the fast-moving world of sustainable fashion and the circular economy, Calling All Creators (CAC) stands for innovation and conscientious consumption. Therum was tasked with reimagining CAC's essence through a strategic design lens and building a brand identity true to its mission.
Project snapshot
Delivered

Calling all creators

Overview

In the fast-moving world of sustainable fashion and the circular economy, Calling All Creators (CAC) stands for innovation and conscientious consumption. Therum was tasked with reimagining CAC's essence through a strategic design lens and building a brand identity true to its mission.
  • Visual Creative

What We Did

The circular economy at the heart of CAC's ethos is a regenerative system that minimizes waste by extending product lifecycles through recycling, upcycling, and responsible consumption. Therum infused the brand identity with that same sense of sustainability and circularity.

The Outcome

The resulting identity blends innovation and tradition, positioning CAC as a trailblazer in sustainable fashion and inviting creators and consumers to join the movement toward a more circular future.
ClientCalling all creators
Agency partnerTherum
Started2021
Launched2021
Duration2 years
01. The Ask

In the fast-moving world of sustainable fashion and the circular economy, Calling All Creators (CAC) stands for innovation and conscientious consumption. Therum was tasked with reimagining CAC's essence through a strategic design lens and building a brand identity true to its mission.

The CAC wordmark, primary colourwayThe CAC wordmark, secondary colourwayThe CAC wordmark, tertiary colourway

Calling All Creators works in sustainable fashion and the circular economy. The challenge was to construct its brand and identity, and Therum was brought in to build one true to its mission.

The CAC abstract symbol, primary colourwayThe CAC abstract symbol, secondary colourwayThe CAC abstract symbol, tertiary colourway
02. Our Role

The circular economy at the heart of CAC's ethos is a regenerative system that minimizes waste by extending product lifecycles through recycling, upcycling, and responsible consumption. Therum infused the brand identity with that same sense of sustainability and circularity.

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Therum owned the identity: the reference board, the concept rounds, the final mark and the brand guide it ships in. The circular-economy model the work is built on is the client's own.

Final design, the brand guide, 1 of 12Final design, the brand guide, 2 of 12Final design, the brand guide, 3 of 12Final design, the brand guide, 4 of 12Final design, the brand guide, 5 of 12Final design, the brand guide, 6 of 12Final design, the brand guide, 7 of 12Final design, the brand guide, 8 of 12Final design, the brand guide, 9 of 12Final design, the brand guide, 10 of 12Final design, the brand guide, 11 of 12Final design, the brand guide, 12 of 12
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03. Our Approach

A minimal and clean identity

Concept phase, first marksConcept phase, direction oneConcept phase, direction twoConcept phase, direction threeConcept phase, direction four
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Concept phase, the logo studies, 1 of 9Concept phase, the logo studies, 2 of 9Concept phase, the logo studies, 3 of 9Concept phase, the logo studies, 4 of 9Concept phase, the logo studies, 5 of 9Concept phase, the logo studies, 6 of 9Concept phase, the logo studies, 7 of 9Concept phase, the logo studies, 8 of 9Concept phase, the logo studies, 9 of 9
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Working from the principles of the circular economy, Therum built the brand design system that carries CAC's values, pairing modern aesthetics with timeless sensibilities.

The CAC social brand mark, primary colourwayThe CAC social brand mark, secondary colourwayThe CAC social brand mark, tertiary colourway
04. Key Outputs

Central to the work was revitalizing CAC's online and offline platforms with a refreshed visual language and a modern typographic approach, evoking freshness while honoring the heritage of sustainable fashion.

What's Your Name Again, version 1What's Your Name Again, version 1 with portraitWhat's Your Name Again, version 2What's Your Name Again, version 2 with portraitWhat's Your Name Again, version 3What's Your Name Again, version 3 with portraitWhat's Your Name Again, version 4What's Your Name Again, version 4 with portrait
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The identity runs across the platforms the brand already had, online and off. A refreshed visual language, a modern typographic approach, and the applications that carry it:

01

the magazine

02

the label

03

the bottle

04

the shirt

05

the shopping bag

Calling All Creators tee
05. The outcome

Sharpened how the brand looks and built a system that holds on every channel it runs on.

The resulting identity blends innovation and tradition, positioning CAC as a trailblazer in sustainable fashion and inviting creators and consumers to join the movement toward a more circular future.

CAC print spread with sneaker illustrations, on green
06. Philosophy

Align with work that adds value

CAC label card on denim

We align with projects that offer a chance to contribute value, and a brand rooted in sustainable fashion and the circular economy is one of them. Our aim was a timeless solution: a brand design system that carries CAC's values.

News / Press

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