Vilebrequin Fondation
Building a purpose-led brand platform from the inside out
Industry
Fashion - Non Profit
Scope
Strategic Lead · Identity & platform . Programs & Narratives . Social Strategy · Website UX-UI · Content Guildelines
Context
As Vilebrequin approached its 50th anniversary, the brand saw an opportunity to give structure and visibility to its long-standing environmental commitments. Over the years, various philanthropic and sustainable initiatives had been launched; from sea turtle conservation in Tahiti to fabric innovation and education programs, but without a unifying framework.
I was brought in to co-create the Fondation Vilebrequin: a standalone, mission-driven platform rooted in the brand’s DNA, designed to express its commitment to ocean preservation through a strategic, digital-first and emotionally resonant ecosystem.
My Role
Aggregate and structure 10+ years of environmental and social initiatives
Define a clear mission, positioning and tone of voice for the foundation
Build a digital-native platform aligned with the Horizon 25 roadmap
Create the visual identity, UX-UI structure and narrative system
Develop a modular editorial ecosystem across web, social and CRM
Launch a donation journey with engaging, conversion-oriented messaging
KEY DELIVERABLES
Strategic Platform
Brand Platform & Purpose
Audited legacy programs and stakeholder insights (incl. Te Mana o Te Moana, upcycling, local boutiques)
Defined the mission statement, manifesto, editorial architecture and naming
Structured three impact pillars:
→ Preserving Marine Biodiversity
→ Educating Future Generations
→ Accelerating Responsible Fashion
Message House & Key programs
Crafted narratives for 8+ programs including, translating complex sustainability topics into accessible, motivating narratives:
Vilebrequin x Te Mana o Te Moana
Vilebrequin Marine Science Scholarship
Employee Initiative Award
Fondation Art & Design Contest
Vilebrequin x Parley / Fashion for Good
“We may have an easy-going reputation, but we are serious about saving the sea.”
— Roland Herlory, CEO Vilebrequin
Identity & Digital Touchpoints
Content Design & Web UX-UI
Created the UX content map and storytelling flow
Collaborated with design team to build the UI templates and layouts
Wrote all digital content in English: homepage, programs, donation, contact, modules
Structured the donation journey and message sequencing (5 steps, with error/thank you layers)
Drafted microcopy and CTAs for forms, newsletters, modules and messages
Identity & Guidelines
Developed the foundation logo & signature: "Acting today for the oceans of tomorrow."
Developed a complete brand system: logo routes, color palette, iconography, typography
Delivered the social media playbook: pillars, formats, tonality, do’s/don’ts
Proposed highlight themes and editorial filters for web & Instagram / Developed static and dynamic modules: "Word of the Week", call for projects, program updates
Results
Official launch of the Fondation Vilebrequin in sync with the brand’s 50th anniversary
A fully operational, ownable platform bridging legacy, impact and digital innovation
Foundation embedded into the global brand narrative and e-commerce ecosystem
Provided the brand with a long-term content engine to sustain awareness, partnerships and engagement
Positioned Vilebrequin as a next-gen luxury brand with substance and social footprint
