An outdated brand presence did not represent The American Apparel and Footwear Association’s member base or reflect their strategic initiatives of Brand Protection, Trade Advocacy and Supply Chain Compliance. A new logo introduced a more modern typeface and color palette. The subtle ampersand graphic gives way for patterns and angles to be used throughout branded compositions.

The new site, designed for the iMIS RiSE platform, is elegant and bold — like many of AAFA’s corporate members. After a communications audit and member and staff interviews, the new site was designed to work around the three pillars of its mission: Brand Protection, Supply Chain, and Trade, highlighting its initiatives and value to the industry. Since going live there has been a 27% increase in traffic to the site.