Given our experience in the fashion space, we understood the most common challenges in the industry that GFA is helping to transform. This brought the industry expertise that we needed to support them in the following challenges: 

• Attract both corporate and consumer audiences with a variety of goals 
• Support with a strategy on ways to generate better financial support beyond donations
• Help GFA become a more identifiable, impactful, and elevated brand
• Amplify their digital storytelling to help engage further in the digital age. 
• Understand their audiences better and learn how to increase engagement and action with their reports and research 
• Simplify the experience for the GFA team as they had worked with many different websites in the past. 

As this project had a hard deadline, launching before the 2022 Global Fashion Summit, we had to simultaneously work on rebranding GFA to elevate the brand’s identity and completely redesign and develop their main Global Fashion Agenda site. 

To start off, we needed to find a way to create an elevated brand experience without changing an already recognizable brand. We organized a direction workshop for GFA marketing and impact teams to give us guidance and feedback on GFA former branding and its pros and cons. 

GFA’s brand identity and digital visual design evolved into a design, that though very illustrative and animated, was more digitally inclusive.

About 2% of global greenhouse gas emissions are coming from the internet every year. Being illustrative and animated, GFA’s new website may appear quite polluting. And the truth is, it is. Though we always give our clients the option of a low-carbon website, to reach project goals, this was an intentional design that was made to focus more on responsive and animated design. To do our part, through tested user journeys, we were able to lower the carbon footprint by creating more efficient user experiences to help audiences reach their goals faster and more sustainably.

Now we know what you may be thinking, how do you make an impact by making a website and rebranding a company? At Quest, our mission is to make a truly meaningful impact for people, our community and most importantly, our planet. As a service provider, we asked ourselves: how can we make a bigger impact through our work? The answer? Our customers.

GFA has a mission and vision that we take to heart and also wish to support, transforming the fashion system to be more just and sustainable

As through our work, our goals were to accelerate the mission, and advance the brand, we know if we were successful in this project, GFA will continue to grow in its success in changing the fashion system.

Visit Global Fashion Agenda’s new website and help transform the future of the fashion industry.

About B Lab Europe

B Lab Europe is one of the regional entities for B Lab, the nonprofit behind the ever-growing B Corp Certification. B Lab is on a mission to build a more inclusive, equitable, regenerative economic system for all people and the planet. Since its inception in 2006, it has grown from a diligent certification to a global movement, transforming the global economy with its standards and leadership.

As a proud certified B Corp ourselves, Quest joined the movement in 2019 to help mobilize the global B Corp community towards collective action to address society’s most critical challenges.

Unfamiliar with the B Corp Certification? Find out if B Corp Certification is for you.

The Challenge

B Lab Europe has the unique challenge of being a resource for a variety of countries, cultures, and languages. We needed to create a clear and simple website that could encourage very different audiences to accomplish the same goal: to join the movement.

Though B Lab Europe was launching its standalone website catered to its audiences, we also had to tie in B Lab Global’s website mission and goals. We had the added challenge of balancing global standards while still launching the website with a dynamic European twist. Easy, right?

Our Approach

When evaluating all the different pain points that B Lab Europe had with their previous website, our goal was simple: create a future-proof website that can grow and flourish with the momentum of the movement. 

To tackle this goal, we focused on three main objectives:

• Providing clear & engaging information: An amplification of the movement 

As B Lab has moved beyond a certification company and towards grander systems change, it has accumulated a wealth of different resources. We started this project with a strategy workshop to help the team identify the proper content strategy that would help position B Lab as a thought leader. 

• Improved user experience: An invitation to get involved

As this movement is about collective action, we knew that testing real user experiences was an important factor to achieve success. We invited 14 different stakeholders across the movement, from top B Leaders to companies looking to certify, to help build a seamless experience for B Lab Europe. The result? A faster and more user-centric experience.

• A performance-based website: An improvement for people and planet. 

A big part of this website project was finding ways to decrease the environmental footprint while increasing accessibility and inclusivity through our design and development. We followed the sustainable web design and development guidelines to help improve this web performance.

The result?

1. An improved performance score from 86 to 95
2. A greener web experience ranking cleaner than 59% of web pages, compared to its previous ranking stating it was dirtier than 94% dirtier of web pages
3. A more accessible website with an accessibility score of 99

A Continuous Journey

Just like the B Corp movement and certification, this website will continue to adapt and improve its performance with time. As we continue to partner with B Lab Europe, this experience will get better and better but so far, we’re proud of what we were able to accomplish together. Curious to see the end result? Visit the new B Lab Europe website!

For our sources: We used lighthouse, an open-source tool from Google, and the sustainable web standards guidelines.

Accelerating change through branding

The first part of this project was to take OCA through a sound rebranding effort to bring the ecosystem to the forefront and bring farmer stories into the mix.

To accomplish this, we used colors to visually bring the different stakeholders together. Since OCA gravitates towards an eclectic mix of bright colors, we were able to add some of these elements to cohesively represent all aspects of the OCA ecosystem.

The main players in the ecosystem of OCA are the farmers and their communities. They needed more visual space on the OCA website, as they are the building blocks of the organization. To communicate this strong focus on farmers, we expanded imagery in the rebranding.

We integrated several ways of supporting Studio Globo on the fundraising page. Whether it’s through a direct donation, volunteering, setting up a fundraiser, or buying something through Trooper, everyone can easily find a way to help.

Feel inspired and want to support their cause? Go to www.studioglobo.be/steun or check out their current fundraising campaign.

A simple, easy-to-use library 

As Fashion for Good continues to grow, so will its publications and research articles. With an influx in materials and research, it will continue to get harder to have pieces stand out.  They came to us to encourage readers to interact with the materials that were of best use to them.

As part of their library of resources, we created a few small yet impactful changes to help users identify the most relevant information. First and foremost, we created a user-friendly drop-down menu that allows users to filter resources based on topic category, publication year, and theme.

Engaging Reading Experience
As we continue to upgrade the user experience of the FFG websites, we knew that simplifying and organizing their resources was not enough. The reports themselves needed to entice users to want to participate, click or download.

By sectioning out the reports and making them easy to read, users interact with the material differently than before. Previously, users would download reports and would have to scroll the entire document. With this latest upgrade, users can click at the point that is useful and interesting to them.

For accessibility purposes, we also kept both download and online versions of these reports to support all needs.

Visit their Resource Library and explore the incredible research and insights of Fashion For Good.

Breathworks is a small non-profit organization providing mindfulness-based stress and pain reduction in Ghent. They approached us with the question to help them grow without losing their authenticity. Because of their focus on improving the well-being of their clients, they failed to create enough financial breathing room to grow the business.

Their questions:

• create financial stability and enough room to invest in growth
• make it possible to pay the owner a regular salary instead of minimum wage
• increase brand awareness and reach new clients
• understand the perception and needs of clients to improve services and create new offers
• gain insight into the market and competitors in order to better differentiate

Through a series of co-creative workshops with the internal team, we were able to create an actionable roadmap to sustainable growth, without losing the identity or authenticity of the organization. We analyzed their current business model and identified opportunity areas and potential new business models. Leveraging the market and client insights, we ideated about new product-market combinations, ways to lower the barrier of entry and how to create more brand awareness in order to reach new clients. Through a prioritization exercise, we created an actionable roadmap with low-hanging fruits and long-term goals.

By immediately implementing some of the short-term goals, the organization was able to create more financial stability, focus on increasing their brand awareness, grow their client base and offering, and make their clients happier. Some of the actions they took:

• Increased prices
• A new location for sessions
• Expanded to new B2B target audiences
• A new digital solution to make mindfulness easier to start with, and practice daily
• Clearer website structure
• More professional branding

To achieve their growth ambitions, Breathworks realized they needed more support throughout their journey. Someone needed to challenge their ideas and steer them in the right direction when needed. Through a flexible coaching program we’re supporting them in achieving their goals and growing their business in an authentic and smart way.

The more points a player scores, the more “drivers of change” she/he collects. But that’s not the ultimate goal of the game. Getting to know the stories of the residents of Busibi gives them a new boost in confidence in the target group of their own projects. And by seeing the impact on the 4 “drivers of change” they gain new insights that can be applied to their own projects and organization.