Pivot Boutique needed buzz for a clothing boutique on a mission. Pivot had a great story to tell as Chicago’s first eco-fashion boutique. The boutique aligned fashion and good design with smart living, featuring designers using organic and sustainable materials and processes. The only thing missing was well-deserved buzz that translated into awareness of eco-fashion and sales.

Pivot needed an eco-friendly campaign that would appeal to fashion-minded urban women who buy in hopes of making a fashion statement, but to also demonstrate their positive values. The solution was a campaign that brought together the concept of eco-consciousness and high fashion.

We arrived at the concept that Pivot is CONSCIOUS FASHION. Pivot used fashion-focused artwork, thought-provoking headlines and a memorable tag line to reinforce the idea that shopping at Pivot gives women an opportunity to “make a fashion statement.” The posters were designed to stop people in their tracks and make them think about the clothes on their backs.

Pivot hosted a launch party in October 2009 to kick-off the CONSCIOUS FASHION campaign. Store sales instantly rocketed. The posters helped raise awareness for the cause and generate buzz throughout Chicago. Local coverage of the campaign and event exceeded expectations as multiple newspapers, radio shows and blogs talked about the success of the work. In addition, the posters were prominently featured on Pivot’s social media channels including Facebook, Twitter and Flickr.One Chicago advertising critic praised, “The new campaign for Pivot manages to be colorful, stylish and message-driven all at once.”