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re-ply

REPURPOSING A MOMENT Thousands of sheets of plywood were used to protect buildings in New York City from damage during the COVID-19 pandemic and protests. Ordinarily, they would end up in landfills but re-ply saw an opportunity. The problem: the only way businesses like restaurants, bars, and cafes could open post-COVID-19 and save themselves from economic devastation was by providing patrons with outdoor seating, which created an additional financial challenge. The solution: re-ply transforms discarded plywood sheets into durable outdoor furniture and sells it to businesses at affordable prices, reducing waste, and helping businesses reopen. Michael Souter worked with re-ply to bring their concept to life by name development, strong brand mission, visual design and distinctive logo, brand and digital strategy, social media presence and created original photographic content. Michael also took the creative potential of re-ply further by collaborating with his partners at The Commission Project to turn a selection of pieces into one-of-a-kind artwork, which was sold to collectors and the proceeds donated to Children of Promise. Michael remains attached to the re-ply project for future expansion and adaptation to other cities around the country.

Project Roles
Art Director, Creative Director, Marketer
Skills
Art Direction
Media
Architectural Visualization
Project Industries
Lifestyle
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