Creating a fashion-tech brand for streetwear re-commerce
RESPONSIBLE CLOTHING
A long-lasting brand strategy and visual identity for a fashion-tech company that helped further its investment rounds and scale.
SERVICES
BRAND EXPRESSION
BRAND & VISUAL IDENTITY
STRATEGY
DESIGN
WEBSITE
APP
PROJECT INFO
Challenge
Fashion-tech company RESPONSIBLE tackles the devastating effect fashion has on the planet by powering re-commerce for streetwear brands and retailers. Founder and CEO Mark Dowds approached us for a brand identity that would help build trust and successfully raise the funding needed to truly make an impact.
Solution
Protecting the planet from such a vast industry seems unattainable to many. RESPONSIBLE’s goal is to evoke a sense of accessible imagination. To encourage the belief that you can make a better world a reality, now and in the future. This vision became the strategy statement that informed the brand’s expression: Passing legacies through generations.
Outcome
The innate long-lasting brand strategy was translated into the logotype — the Generation Mark and supported by a custom font. We delivered the entire brand identity, including the visual elements, and prototyped the company’s digital touch points. With the new identity, RESPONSIBLE furthered its investment rounds with over €5m in funding from Barclays.
Less than 7% of purchased clothes are sold for a second time. Often, it’s too much hassle for brands to resell their second-hand products.
Fashion-tech company RESPONSIBLE tackles this by powering recommerce for streetwear brands and retailers.
To support a round of funding, we created the brand identity, visual identity, and prototyped the company’s digital touchpoints.
RESPONSIBLE Sans is a custom font, used throughout the visual identity.
Fueling the utopia everyone deserves
When it comes to protecting the planet from industrial impacts, the task often gets brushed off as far-fetched and unattainable. RESPONSIBLE’s brand defies this notion.
The brand’s goal is to evoke a sense of accessible imagination. A better world that everyone—within and beyond a lifetime—can make a reality.
This vision became the strategy statement that informed the brand’s expression:
Passing legacies through generations.
Bringing it to life
After we shipped the new identity, RESPONSIBLE was equipped to further its investment rounds.
Our team also iterated through a series of design sprints to apply the new brand to products and marketing touchpoints.
Working together was nothing short of a delight. Our team participated in facilitated workshops that drew out the essence of who we are as a company. It was amazing to see how this was then interpreted into words and images to shape and communicate our brand.
MARK DOWDS
FOUNDER & CEO,
RESPONSIBLE
OUTCOMES
Raised funding in a round led by Barclays.
€5.8m
This project was led by Your Majesty, Amsterdam’s award-winning creative agency that became part of Infinum in 2025. The original case study can be read here.
