Madewell: Do Well Report
A stylish way to champion sustainability
Madewell is a clothing retailer known for celebrating self-expression and promoting sustainability. Ashton partnered with creative agency ATTN: to concept and design Madewell’s 2020 and 2021 Do Well Reports. Each year, the report recaps Madewell’s efforts to do better for our planet and its people—making it an effective counterweight to the disposable nature of “fast fashion” brands.
Madewell integrates sustainability into every aspect of its operations, and the Do Well Report is no different. The report would only be produced digitally, so we reconfigured the layout with a horizontal grid system that reinforces its editorial approach. The left-side navigation bar helps users jump quickly between sections.
Engaging collages guide the viewer through the report while providing essential information on Madewell’s earth-focused practices and partnerships.
Custom illustrations and infographics transform Madewell’s ambitious goals and statistics into visual stories ready for a quick skim or a deep dive. Organic line drawings and friendly typography help humanize the company’s critical achievements.
To help build momentum for the report’s release, we created Madewell’s “Greatest Hits,” a series of animated social media assets highlighting its top takeaways. Among them was the Ashton-designed Circular Store, a 2021 resale pop-up shop that earned media and customer acclaim for its potential to revolutionize retail.
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©2023 Ashton Design
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©2023 Ashton Design