Smiley

Future Positive

Giving the world something to smile about.

Emotions

Future Positive is a long-term sustainability programme by lifestyle brand Smiley. Making change is essential for a better tomorrow, and for Smiley it’s about striking a balance between responsibility and encouraging partners to make more sustainable products for consumers and the planet alike. Strategically we had to make Smiley’s unbridled optimism work for a more serious conversation before launching the movement and brand.

Create

The grounded strategy inspired our creative concept of ‘do more with less’. For design, we created a reduction device made of the spare material that surrounds the Smiley logo; this device also frames areas of importance and highlights positive change. The stripped back tone of voice added to a minimalist and principled feel — with a focus on action. All of these elements come together to further build on Smiley’s refined ‘Grounded Optimism’ positioning.

Impact

The brand is launching to hundreds of partner brands worldwide such as Adidas, Moncler and Moschino. Smiley are now set to focus efforts over the next 5 years on the UN Sustainable Goal 12 — responsible consumption and production, increasing resource efficiency, embracing the circular economy and promoting sustainable lifestyles.