#Rethinkpink was a campaign started by Boxed Wholesale to raise awareness about the "pink tax," a discriminatory pricing that inflates the cost of goods marketed to women. The online wholesale-to-home business goal was to rally the community against this unfair pricing and give back to their loyal consumers by discounting typical pink taxed products, such as menstrual items, razors, and soaps.
I lead the brand update and designed a new look for the #Rethinkpink campaign. The pink and blue palette work together to create a vibrant look and upholds the bold message for equality that #Rethinkpink fights for. I implemented these colors, consistent typographic treatment, and newly illustrated icons on the updated brand page and social content to establish strong campaign recognition. It helped generate over 3,500 donations of feminine products to Feeding America in partnership with Always and Tampax. This was a great opportunity to spotlight a message within the larger journey towards gender equality.
Employer: Boxed Wholesale
Role: Creative Lead, Junior Designer
Project Director: Nitasha Mehta
Creative Director: Lindsay Coomes
Year: 2020
