Dressember is a nonprofit organization and international campaign to end sex trafficking. Every December, participants from all over the world pledge to wear dresses every day of the month while raising awareness and funds for their individual campaigns. Since 2013, Dressember advocates raised over $3 million, committing to increasing global awareness and eradication of slavery and sex trafficking.
In 2017, I collaborated with McFarlane Photography along with graphic designer Lauren Holmes to give Dressember's Squarespace website a new and fresh look in time for their 2017 campaign. It launched September 2017.
Above: Homepage with parallax scroll and carousel with photography by McFarlane Photography
The old Dressember site was built when the movement was smaller than its current international participation, and our challenge was to tell the story of the movement's rapid growth and demonstrate the diversity of this community of advocates. We also needed to straddle the line of shedding light on the serious issue of human trafficking, while maintaining the lightheartedness and inherent fun of participating in Dressember.
We worked with Dressember founder Blythe Hill to:
1.) focus the organization's message through powerful copywriting and bold graphic design;
2.) bring consistency to the branding through the creation of an official style guide with primary/secondary colors, fonts, and imagery guidelines;
3.) organize the flow of information so that participants could easily understand (and become part of) Dressember's mission.