Toms

REBAND

“STAND FOR SOMETHING”

Campaign

Advertising

Branding

Social Media

Animation

Video Ads

Brand Strategy

Software & More: After Effects, Photoshop,

Collage with a blue background with the word 'Sustainability' and a globe with a location pin, a photograph of a tree, and a smiley face emoji, symbolizing environmental and social themes, with the text 'TOMS Stand for Something' in the center.

A teenage girl with short curly hair, earrings, and a necklace, sitting outdoors with trees in the background, holding a green jacket over her arm.

Stand for Something

A purpose-driven campaign that amplifies stories of real people making positive change. Rooted in Wear Good, Do Good, it celebrates purpose, promotes mental health, and empowers individuals to take action—positioning TOMS as a brand that stands with its community, locally and globally.

“Oh toms! wear one give one! do they still do that?”

“The stories of real people behind the brand inspired me. It’s refreshing to see genuine faces and voices instead of the ads we usually see.”

“I feel like TOMS is promoting more than shoes. they care about people and wellbeing. That’s something I can get behind.”

A collage of TOMS awareness campaign visuals on the left, featuring slogans like "What do you stand for?" and "Stand for. Stand By. Stand With." with images of shoes, a smiley face, and nature scenes. On the right, a screenshot of an Instagram post with a black background, butterfly and globe illustrations, and the text "Comment Below, Something You Stand For."

“Oh I remember toms! people still wear toms?”

Rebrand Strategy

Clarifying Purpose
The rebrand translates TOMS’ mission of positive change into a clear, accessible brand narrative. By simplifying messaging and emphasizing action-driven values, consumers can more easily connect their purchases to real-world impact.

Redefining “Wear Good, Do Good”
The tagline is reframed to spotlight sustainability, ethical production, and social advocacy. The rebrand makes these pillars explicit, showing that “Wear Good” is not just about style—it’s about responsibility, transparency, and tangible change.

Authentic Storytelling
Instead of staged campaigns, the rebrand introduces authentic, documentary-style visuals featuring real communities and advocates. This approach strengthens TOMS’ connection to inclusivity and mental health awareness, reinforcing its role as a brand rooted in empathy and social good.

Visual Identity Alignment
Typography, color palette, and imagery were redesigned to balance modernity with approachability. The refreshed system reflects both TOMS’ activist roots and its forward-looking commitment to community-driven change.

Billboard with dual advertisements, one side with colorful graffiti art and the question 'What do you stand for?', the other side with a black chalkboard style piece promoting TOMS with messages about climate change, kindness, and social activism.

TOMS store front with colorful window display including Earth, rainbow, smiley face, and outdoor scene, and slogan 'STAND FOR SOMETHING'

DESIGN PURPOSE

This campaign is all about making purpose visible. Every element to visuals, typography, materials was designed to translate TOMS’ mission into something you can see, feel, and connect with. It’s not just a campaign; it’s a tactile expression of impact, where design becomes a bridge between people and purpose.

Through real stories and authentic portraits, the work foregrounds the people and communities TOMS supports.

It’s about creating a real, human connection through tactile, immersive, and emotionally charged experiences. The stories, materials, and visual language all work together to embody TOMS’ mission, showing that great design can inspire action, spark empathy, and make purpose tangible.

Collage of colorful packaging design with images of a boy, a globe, trees, a smiley face, and various graphics promoting sustainability and environmental awareness for TOMS.

Design That Tells a Story

Our packaging and graphics bring real stories to life, making each product a canvas for the people and causes we support. From Javier’s community clean-ups to other inspiring advocates, the designs reflect authentic experiences, vibrant personalities, and tangible impact. Reminding customers that every purchase contributes to positive change.

conference PANELS

Digital display in a dark room showing a presentation slide with the title "Javier stands for sustainability, stand for something." The slide includes images of a woman in a green jacket, trees, a smiley face, and a map with location markers, along with silhouettes of people in front.

A presentation slide on packaging with shoes and emojis on a large screen in a conference room.

A large presentation screen displays a graphic with a background in yellow and green, featuring a stylized image of Earth with a red location marker. There is a QR code on the left side. The bold blue text in the center reads "STAND FOR SOMETHING". Two silhouettes of people are standing in front of the screen, and the venue appears to be set up for an event or presentation with chairs visible in the dark foreground.

Poster promoting anti-bullying awareness featuring a young girl with curly hair and a red beanie, standing on a skateboard, with additional images of a person in a hoodie and a skateboard. Text includes 'Stand for Something' and details about Ava's anti-bullying campaign.

Collage of images promoting sustainability and community cleanup, including a teenage boy from Paterson, New Jersey, with a sign that says 'Stand for Something,' sneakers, headphones, a map, a cityscape, and a flyer about a community cleanup effort through TOMS.

The take on the toms Band

A collage featuring a young woman with a serious expression, a map with a red location pin, and a landscape with trees. Text overlay reads 'Javier stands for sustainability, stand for something.'