Rethread is redefining how Australian families buy and sell school uniforms—making it easier, smarter, and more sustainable.

Rethread is a movement built by parents, for parents — making second-hand school uniforms simple, accessible, and community-powered. My goal was to translate Rethread’s mission—empowering parents, reducing landfill, and streamlining schoolwear resale—into a warm, trustworthy, and future-ready brand. From strategic foundations to typography, tone of voice, and digital applications, every design decision was informed by purpose and impact.

Scroll through the case study to see how brand strategy meets design to create a movement around smarter schoolwear.