The Other Eve (THOE) was a self-initiated social impact brand co-created for International Women’s Day 2021. Inspired by the mythological figure of Lilith, I developed a bold, rebellious visual identity and an exclusive t-shirt collection, donating 100% of profits to support female victims of human trafficking through Diaconía Spain’s Proyecto Espejo.
- Self-Initiated Project
- 2021
- Madrid, Spain
The Other Eve (THOE)
Social Impact Brand Identity & Apparel Design for International Women's Day
- Role: Co-Founder, Creative Director & Lead Brand Designer
- Deliverables: Brand Strategy, Visual Identity System, Logo Design, Apparel & Textile Design, Packaging, Thank You Cards, Stickers, E-commerce UI & Social Media Campaign
- Tools: Illustrator, Photoshop, InDesign, Shopify
About the project
1. The Challenge for The Other Eve (THOE) branding
Launched as an ephemeral social impact campaign for International Women’s Day (8M), The Other Eve (THOE) was created to turn design and streetwear fashion into an active fundraising mechanism. Co-founded alongside Ángela Santamarina, our goal was to raise direct financial support for Diaconía Spain’s Proyecto Espejo, an initiative providing shelter and psychological support for women surviving human trafficking. The creative challenge was to build a bold, unapologetic feminist brand identity that could cut through noise on social media and turn apparel into a wearable political statement.
2. Creative Process & Solution
The brand narrative draws inspiration from Lilith, historically regarded in mythology as the original woman who chose independence over submission. Reinterpreting this figure through a contemporary lens, I designed a symbolic mark featuring a hand grasping a serpent—a visual metaphor for liberation, strength, and defiance against patriarchal norms.
The visual language was designed to be energetic and evocative:
- Color Palette: Highly saturated, vibrant hues designed to command immediate visual attention across digital feeds and physical environments.
- Typography & Iconography: A sharp mix of high-contrast display fonts and expressive iconographic assets that reinforce the brand’s activist spirit.
3. Applications & Deliverables
To create a complete consumer experience that connected buyers directly to the cause, I developed a comprehensive physical and digital ecosystem:
- Textile & Apparel Design: A limited-edition collection of organic cotton t-shirts carrying empowering graphic statements.
- Tactile Packaging & Collateral: Custom thank-you notes included in every order to forge an intimate bond with supporters, along with promotional sticker sets for urban application.
- E-commerce & Social Media: An online store and an active Instagram content strategy designed to foster community engagement and build awareness throughout the year.
4. Impact & Results
The Other Eve (THOE) transcended a typical seasonal campaign by demonstrating how graphic design and apparel can serve as powerful tools for social change. By donating 100% of profits to Proyecto Espejo, the initiative successfully funded essential shelter resources for vulnerable women. The project generated an overwhelming response on social media, uniting a passionate community around activist design and mindful fashion.