Re-positioning Angela Roi as the voice in ethical fashion. Angela Roi believe personal style should not come at the expense of personal values. Paving the way to create ethical luxury without compromise, empowering, inspiring and rallying our community to stand up and take positive action. To create a community within ethical luxury we needed to define the characteristics and personify of the Angela Roi woman. Angela Roi needed to LEAD and OWN the movement in ethical luxury. We developed a badge that could be warn by their ethical army, "The Creatures of Conscience" as a symbol and stance in ethical fashion. Inspired by the chants and rally cries of activists we developed a repetitive typographic system, visually bringing the emotion, passion, and power to life.