Greenwashing is widespread in fashion, with brands from H&M to Balenciaga claiming sustainability, yet often misleading consumers. MSF needed an engaging platform to lead an honest narrative amidst the misinformation, driving traffic to their magazine and ultimately converting into customers through a dedicated e-commerce marketplace.
My solution was to adopt radical honesty in MSF’s communication strategy, ensuring transparency to build trust in their growing community. The UX and UI strategy centered on narrative as the guiding principle, employing bold typography and unique layouts to create visually compelling editorial content and engaging interactions to ensure visitor retention.
Research: Competitive analysis, stakeholder interviews, user personas, user flows, and brand strategy.
UX/UI: Information architecture, prototyping, UX/UI design, interaction design, Webflow development, GSAP animations and 3D modeling.
