Tyler Beck - Rareform

Rareform

"Wear Your Heart, Carry Your Rareform"

Creative Brief

Product

Sustainable bags and accessories made from upcycled U.S. billboards

Competition

Alchemy Goods, Looptworks, Ecologic Designs

Product / Service & Market Background:

Rareform is a sustainable accessories brand that transforms discarded U.S. billboards into one of a kind bags and gear. Founded by brothers Alec and Aric Avedissian, the company diverts thousands of pounds of vinyl from landfills each month, turning waste into bold, functional designs. While consumers recognize Rareform as environmentally friendly, this campaign aims to elevate the brand beyond sustainability alone by positioning it as the leader in recycled accessories that combine individuality, durability, and design.

Business / Advertising Objective:

The objective of this campaign is to drive brand awareness and online sales by highlighting Rareform’s unique story and commitment to individuality and environmental impact. The campaign reinforces Rareform as the definitive brand for recycled bags and accessories while strengthening social media presence and increasing website traffic and conversions through storytelling and visual impact.

Target Market / Audience:

Name: Lila Marlowe
Age: 28

Lila is a young professional living in coastal Southern California who works in marketing and values self expression, sustainability, and authenticity. Fashion is her creative outlet, and she actively seeks brands that align with her values. She shops small, story driven brands online, avoids fast fashion, and wants products that feel intentional, personal, and ethically made. For Lila, owning a Rareform bag is not just a purchase, but a statement of individuality and purpose.

Tone of Voice:

Rareform’s tone is bold, confident, genuine, and unconventional. The brand speaks with care and authenticity, emphasizing environmental responsibility without feeling preachy. Language should feel personable, optimistic, and original, reinforcing Rareform’s commitment to sustainability, individuality, and ethical production.

Keywords:
Bespoke, genuine, unique, bold, confident, unconventional, original, hopeful, adventurous

Top Ideas

- Yesterday's Ads, Today's Bag

- For Those That Billboards Can't Sell to

- Wear your Heart, Carry Your Rareform