You Matter
Creative Direction/Apparel/Marketing/Storytelling/Ad Strategy/Comprehensive Brand Management
The back story:
The You Matter brand was created by mental health awareness advocate, Demetrius Harmon to provide a platform for individuals struggling with their mental and emotional wellbeing.
The idea began as a sticky note message Demetrius wrote to himself while dealing with suicidal urges in the Fall of 2015.
Most hoodies feature Demetrius' mantra: "I feel weak, but I know I'm strong" stitched on the inner wrists for those who use these hoodies to cover their self harm scars. In the process of covering those scars, Demetrius hopes the saying replaces them with something beautiful so when they look down, they do not remember of how weak they once felt, but are reminded of how strong they truly are.
My role:
I proudly oversees the entire spectrum of brand management services, from conceptualization to completion including brand direction, product design and development, marketing and manufacturing.
With the help of a team of designers and marketers we have built a purpose driven brand by understanding the needs of our customer and creating a bound that goes beyond selling product. Through authentic storytelling and transparency the You Matter brand finds itself at the center of a community built on support and love, with a profound connection with its audience.
The following are some collection we have produced in recent years.
The Re;Mind Collection
The Re;Mind Collection pays homage to the brand’s humble beginnings, whilst also serving as a poignant reminder to both new and longstanding members of the YM community that their significance resonates profoundly in this world.
Work In Progress
Celebrating the messy, beautiful journey of self-discovery and growth. Each day, we're all works in progress.
The journey towards mental wellness is ongoing and unique to each of us.
Life isn't about having it all figured out; it's about constantly evolving and learning. It's okay not to have all the answers because, in truth, there's no such thing as being "finished." Instead, the beauty lies in the ever-evolving journey as we continue to grow and learn, recognizing that every step forward, no matter how small, is a victory in itself. Embrace the process and remember, you're exactly where you need to be.
