Sports Illustrated Swimsuit
Pay With Change
Pay With Change is the world’s first media buy that is based on progress over profit. This new business model meant that any brand that wanted to advertise or partner with SI Swim had to commit to making progress for women. Brands demonstrating efforts to create meaningful change in gender equality are invited to showcase their impact for free—transforming ad costs into a currency of doing good.
As a designer on the team, I created the logo mark and helped develop the campaign visual identity,
print and brand guidelines.
My Role
Designer,
Logo Design
Client
Sports Illustrated Swimsuit
Design Team
Group Design Director
& Designer: Ginny Tevere
Designers: Izzi Mordini, Helen Yu
Creative Team
Jordan Atlas
Christopher Swanson
Anthony Chelvanathan
Hillary Dado
The launch of the program generated:
86 media placements with 2.8 billion impressions and 10.4 million in earned social impressions.
Sports Illustrated Swimsuit gained 47% more brand partnerships than the previous year, proving that purpose can lead to profit.
Women responded to their purpose-driven platform, with over 122% increase in positive social sentiment.
Edelman Case Study
The creative team created an ad promoting the campaign (left) and made it clear that ad space was only available to brands fighting for gender equality. They were going to leave ad space blank, until it was filled by a brand that was ready for progress.
SI Swim invited people to place themselves on the cover.
Visual Design Direction + Design by Ginny Tevere
