So Far So Good makes a strong start with its debut campaign for Plastic Free Fridays

There's a new design studio in our midst: So Far So Good (SF/SG) launched in London last November by founder and Creative Director Ben Harwood, and this week it's revealed its debut campaign with a radical brand redesign and social media campaign for grassroots movement Plastic Free Fridays.

SF/SG, which is part of the Be Optimistic Group, has revamped the LA-based brand's logo, website and online assets, incorporating the colour pink to help it stand out in a sector saturated with palettes of blues and greens.

The rebrand hopes to educate and provide tangible solutions to the single-use plastic crisis, encouraging us all to change our behaviour and enjoy a more sustainable lifestyle. SF/SG created a suite of Instagram templates, stories, and animated gifs that live within the Instagram platform to help Plastic Free Fridays bring the brand to life while using trends like kinetic typography to boost engagement.

It's a brand to appeal to people of all ages, backgrounds and lifestyles while celebrating its existence as a young movement. Ben Harwood said: "It has been amazing to work with such pioneers for good on such an important cause. The process has been collaborative and Plastic Free Fridays were open to experimental ideas and creativity. The values inherent in Plastic Free Fridays align strongly with our ethos to deliver insight-driven, digital-first branding for ethical start-ups and trailblazers."

The campaign aims to encourage the avoidance of 2,500 metric tons of single-use plastics per year in the United States and has ambitions to raise awareness globally.