H&M’s Fashion Transformation Day / Stockholm
Circular Thinking in Motion:
Graphic Design for H&M’s Fashion Transformation Day
The mission: communicate H&M’s sustainability agenda through a visual identity that felt modern, cohesive, and inspiring—while strictly using sustainable, recycled, or even reused materials.
For Fashion Transformation Day, H&M’s flagship event during World Recycle Week, I was brought in to implement and adapt the brand’s graphic guidelines across all visual touchpoints.
My role
Graphic design
Not only designing signage, programs, menus, and vouchers, but doing so with a heightened sensitivity to materiality and environmental impact. Every printed piece had to serve a clear function and be produced responsibly. I collaborated closely with vendors and stakeholders to ensure the entire design ecosystem—physical and digital—stayed aligned with both the visual identity and the sustainability goals.
Using nature-inspired forms and textures, bold typography, and a minimal color palette rooted in the brand’s DNA, the design direction mirrored the ethos of circularity. The result was a thoughtful, well-executed experience that proved impactful design doesn’t have to cost the earth—literally.
How do you create a high-impact visual identity using only recycled or reused materials—without compromising on clarity, aesthetics or brand consistency?
