Coachtopia

Provided creative leadership of COACHTOPIA’s brand identity, achieving complete sell-through of its launch collection. Created cohesive visual assets and animations for branding materials, marketing collateral, and digital and social media advertising. COACHTOPIA, a new sustainable sub-brand, was established to expedite our transition towards a circular economy in fashion.

Key Responsibilities

Strategic Creative Direction | Concept and Ideation | Execution and Design Oversight | Collaboration and Team Leadership | Quality Assurance

Made Circular™ is a set of three principles that inform how we design, craft, and reuse Coachtopia products.

Coach developed these principles to accelerate our progress towards a circular ecosystem. In this system, products are designed from the outset for reuse, reimagination, remaking, and recycling. This approach ensures that products remain in use, avoiding landfills, and experience multiple lifecycles with different owners. The ultimate goal is to discover innovative methods for creating beautiful products that significantly reduce environmental impact compared to conventional methods using new materials.

Recycled, repurposed, or renewable materials

We’re exploring new ways to craft from what already exists, with a mission to reduce our use of new, virgin materials and prioritize the use of alternatives made from recycled waste or Upcrafted from repurposed materials, such as production scraps.

Design for multiple lives

We’re crafting products not just to last but to be remade, helping to keep them in use and out of landfills by designing them to be more easily disassembled, repaired, and reimagined for second and even third lives.

Circular pathways

We’ll take back pre-loved Coachtopia products regardless of their age or condition and have defined clear pathways for them to be restored, Upcrafted, remade, or ultimately recycled at the end of life.

Coachtopia Launch Campaign

Actor Lola Tung has been taking the lead in the launch campaign to help bring Coachtopia's mission of circular fashion to the world. Coachtopia launch products sold out within days. The Ergo bag was evident as the limited-edition styles sold out instantly.

360-degree
animation of bags can be used as digital assets as well as short versions of campaign videos.

Promotional social post for Coachtopia Loop: Mix of hand-drawn type and Helvetica.

Annotations social posts: 
Text centered and adding hand-drawn arrows.

The Road to Circularity

'The Road to Circularity'—a Coachtopia docuseries that goes behind the scenes of our supply chain—is taking a frank look at the problems facing the fashion industry, shedding light on our inner workings, and telling the stories of the people around the world working with us on our circular mission.

Have a Wasty Holiday

The Wasty Holiday Campaign: a heartwarming tale about rediscovering (reusing and recycling) your holiday spirit—starring actress LolaTung and a crafty new Coachtopia creature. Did you know up to 43% more waste is created during the holidays than at any other time of the year? It’s one reason why this season (and every season) we’re reimagining scraps and leftover materials, transforming them into beautiful things. So have a Wasty Holiday—help us build a brighter future for fashion.

Coachtopia has been inspired by the passion of the Coachtopian community, a global and growing network of diverse and inspiring Generation Z individuals who are feeding their opinions and ideas into Coachtopia products, messages, and concepts.

Community member and artist Sabrina Lau is a frequent collaborator with Coachtopia, actively engaging with the community.

Email | LinkedIn | Behance | Dribbble | WorkingNotWorking

Phone: 6464139692

@2024 Kathrin Laser | Disclaimer

Translating Ideas and Brands into Digital Experiences.