Long live clothes
THRÜ born as an idea of a thrift community in Mexico, were thrifters are free to express their personalities and creativity by sharing with others their unique vision of fashion and style.
My task was to think and shape the entire idea, and turn it into a digital product.
Company’s mission is boost second-hand clothing culture & thrifting among Mexican youth.
Goals
- Analyze target audience and create a suitable branding.
- Founder’s long term goal is to create a marketplace for thrifters, so a strategy to validate this idea before investing time in building the product was needed.
Branding
Gen Z is the main target of THRÜ, so the approach was to create an authentic and bold brand, were values are trust, action and change.
Logotype
According to research, yellow is the color of Gen Z, it recalls movement and change, qualities often associated with a generation that’s growing with an astute awareness of the world.
Color Palette
Brand elements
«Gen Z Yellow isn’t just a color — it’s a lifestyle.»
1k organic followers in one month
In order to validate this idea, I designed a strategy based on THRÜ ideal customers: Mexican thrifters, around 18 & 25 y/o, that buy, sell and trade clothes via Instagram.
I defined four communication pillars:
- Thrift Tip: Helpful content for beginners and pro thrifters as well, such as packaging & delivery or increasing sales. This content was an excerpt of our blog posts.
- Outfit Of The Day: #OOTD, repost authentic, streetwear outfits.
- Thrift Hunting: Every Tuesday, via stories, we share other thrift accounts.
- Relatable Content: Memes, basically…🤪
This content was the birth of several relationships with fellow thrifters, since they started to give us organic shout outs, we gained followers but mostly trust to create a genuine community without investing on paid ads.
Right now we are focusing on building the product
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