Cause-Driven Campaigns |CHIME For Change
Challenge:
Gucci’s philanthropic arm needed to evolve beyond celebrity campaigns to a scalable, content-led brand aligned with luxury positioning.
Solution
We led the rebranding of “Chime for Change” into Gucci Equilibrium, creating a new brand architecture, launching digital-first content (CHIME Zine), and introducing the brand’s first retail item for philanthropy.
Impact
- $21.5M raised for 500+ projects across 92 countries
- 635,000+ women and girls reached
- Transitioned Gucci’s social impact from event-based to a 365-day platform
Contribution to Project:
Brand & campaign strategy, editorial direction, cultural integration, product innovation, cross-functional go-to-market execution.
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