RaisingTheStandards: How the inspirational movement was created

To increase brand awareness and encourage entrepreneurs to apply to the programme, an inspirational movement focused on entrepreneurial success was created: #RaisingTheStandards.

Threads is all about turning a passion into a viable business. Thus saying out loud that you are more than what comes to the eye. You are business material. Our visual campaign had to inspire people to professionalize their craft. Whether it’s growing their business, innovating within their field or challenging existing mindsets in South Africa. What better way to do that then showcasing people that are making a name for themselves in the industry?

We strongly believe that with the right knowledge and tools every passion is business material. Therefore we had to cover everything. From Arts, Architecture, Design, Modeling, Acting, Sports, PR, Photography, Blogging, Styling, Influencer Businesses to personal shopping. Once the goals were set, the Threads Team went on the hunt to track down those we believe were #RaisingTheStandards.

It’s no surprise that we quickly found our talented unicorns. South Africa is simply filled with individuals representing nothing else than excellence. After contacting each participant, we organized a series of open photoshoots in Cape Town, Durban and Johannesburg. From meeting the first participants, we knew we had to do more than simply share their pictures. We had to tell the story of how they have been pushing boundaries.
That’s when co-founder and presenter Tania Habimana comes in place. She conducted a series of personal interviews asking them what #RaisingTheStandards meant to them.

Once all the stories and pictures were gathered, Threads Team and Mrsk Visuals got to work. It was time to share every story, every quote and every picture. With our thought-leaders raising the bar, we could only do the same. We couldn’t just share the typical quoted images. We wanted to recreate the environment creatives themselves could relate to.

What better way to do so than creating an enormous textile mood board?

We all know Mood boards are one of the favorite tools for the creatives minds. It allows them to assemble all their preferred inspirational elements in one place. From pictures, fabric and even key messages.

So we designed a poster of +60 instagram posts (that’s about 12960 x 1080 px). The moodboard would gradually reveal our unicorns as well as information on the Threads Programme.

Although it may seem like an intriguing puzzle, every element was carefully placed. From our thought leaders headshots, their inspirational quotes to bootcamp location stamps and videos.

The best thing is, more #RaisingTheStandards stories have yet to be revealed!

Stay tuned to discover more inspirational stories near you.

Threads Team

We believe in change. We believe in leaving a lasting impact. That's why threads mission is to empower the next of South African fashion entrepreneurs by providing them with the tools, resources, and networks to run a sustainable business operation and thrive internationally.