Thesis 2014: 

Client: Rob Walker

Role: brand repositioning, identity design, visual & verbal language, social media campaign, website architecture & design

 

Overview: Consumption is an integral part of our modern social system, and has been the driving force behind Western civilization’s development. Over time consumption poked holes in the atmosphere that sustains life, failed to have any lasting effect on societal happiness, and plateaued in its ability to improve life through economic growth. 

 

Challenge: The challenge Unconsumption faces is introducing a philosophy that defies centuries of hard-wired consumerism. Adding to this conundrum is the fact that Unconsumption requires active participation. How do we convince a consumer society to reconsider their unconscious addiction – and make Unconsumption an approachable and desirable activity?

 

Strategy: Instead of focusing on sacrifice and ultimatums, Unconsumption focuses on positive messages and incremental change. The position of “pivot” allows Unconsumption to be a strong-willed brand that attracts young enthusiasts before they cement their consumption habits.