DIG Workshop, Brand Strategy, Design & Visual Identity, Creative Campaign, Content Strategy and Production, Social Strategy, Photography, Project Management
Izzy Camilleri is one of Canada’s leading and most celebrated fashion designers, and a pioneer in adaptive clothing. Izzy first ventured into the world of accessible clothing after initially doing custom work for a wheelchair user in 2004. This lead to the creation of IZ Adaptive, a clothing company focused on the needs of individuals with disabilities. Izzy’s challenge was reaching this niche audience and bringing attention to her independent fashion line.
While it comes as no surprise that access to many things in life is limited for those who use wheelchairs, what is more surprising is how little is actually being done about it. We set the stage for IZ to become a brand that makes not just fashion, but the world a more accessible place. This involved a complete brand redesign and a new e-comm site. Then, we developed a unique initiative to back up this brand purpose: the Access10 program. The goal was for 10% of the revenue from every IZ item sold to be put towards building accessibility ramps in communities across North America.
With a high fashion makeover from brand logo to a refinement of the collection and stylish new photography, IZ now had a bold look unlike anything existing in the adaptive clothing category. Through targeted digital campaigns, and a #SeatedSelfie Challenge, word spread and online sales were up. Our Fashion IZ Freedom t-shirt line gave people including Gord Downey, Russel Peters and Jeanne Beker the opportunity to show their support. Today, IZ Adaptive has expanded its distribution to zappos.com and Macy's. Izzy has been featured in publications included Fast Company, Forbes Magazine and the LA Times.