Parade “Pen Pal Project”

Parade is a trendy new underwear brand that prioritizes inclusivity and sustainability. The purpose of this campaign is to get people to see Parade as more than an underwear brand. The goal is to shift the focus off of the brand itself and onto the community of consumers. The pen pal program will aim to connect like-minded people from all across the world. This will in turn give the brand more attention as well. 

One main message of the proposed campaign is “Parade is for everyone” so that was important to consider during the design process. The design needed to be lighthearted and fun, as well as trendy to appeal to a young adult audience. The Pen Pal Project aims to connect people across the world by matching them with a pen pal. By facilitating friendships, Parade can establish themselves as more than just an underwear company, but a lifestyle brand that helps connect the community.