Branding : Same Same But Different

Project Overview

In 2020, as the pandemic took hold, the discomfort of isolation became pervasive. Social media became a double-edged sword, resonating with diverse audiences in both positive and negative ways. How can a brand become a visual advocate for love, equality, and anti-bullying through its messaging?
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• Founder & Creative Director | 6 Months
• Services: Brand Strategy | Brand Identity | Product Design | Art Direction
• Industry: Apparel Design

Pain Point

Social media and isolation during the pandemic highlighted a need for brands to visually advocate for love, equality, and anti-bullying.

Process

Through interdisciplinary research—spanning historical texts, literature, psychology, and cultural studies—I explored how love is defined and expressed across time and cultures. These insights informed the creation of a sweatshirt brand that conveys inclusive messages through design.

Outcome

“SAME SAME BUT DIFFERENT” offers neutral, thoughtful designs that celebrate diverse definitions of love across genders and cultures, transforming apparel into a wearable statement of unity, equality, and empathy.