CREATIVE STRATEGY
 

Sticks was built on a simple but powerful idea: that true sustainability begins with people, process, and provenance. Inspired by the looms made of literal sticks used by indigenous weavers in the Guatemalan highlands, the brand’s creative strategy centered on honoring heritage craft while reframing it for a modern, design-driven audience. I developed storytelling campaigns that made this connection tangible — including a children’s series where we handed kids a bundle of sticks and asked if they believed their clothes could be made from them, turning the abstract concept of sustainable sourcing into a moment of wonder.

 

To deepen the brand’s narrative, I produced immersive video content capturing the rhythmic beauty of backstrap weaving, basket making, and the daily life of artisans in the village where our textiles were created. These films, along with lifestyle footage of me moving through the community, connected consumers to the human stories behind each piece. Every brand touchpoint — from social content to hangtags reading “Clothes Made By People” — reinforced our commitment to transparency, cultural respect, and craftsmanship as luxury. The result was a brand world rooted in authenticity, intention, and the extraordinary simplicity of sustainable creation.

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