Aspiga is an ethical UK-based fashion brand that partners with artisans and suppliers in Kenya and India, while also giving back through community initiatives.

A company with a conscience, everything they do helps support people and the planet. But Aspiga's positioning and website didn’t convey this. And their plans to go beyond designing beachwear and sandals meant that the brand messaging and original strapline (‘Travel in style’) was irrelevant.

So, collaborating with my old friends over at the award-winning Studio Felt in the UK, we re-positioned the brand and overhauled the content and design.

While Felt refined the visuals, I redefined the brand messaging. And after identifying three core value pillars – people, the planet and positive change – I developed a new strapline ('Fashion made fair') along with a mission statement and the People + Planet section on the website.