Reimagining Lingeriecycle™ by Hanky Panky
Founded by Hanky Panky’s Gail Epstein in 2018, Lingeriecycle was created in partnership with Green Tree to keep unwanted lingerie and textiles out of landfills by transforming them into reusable materials for residential and commercial insulation. I led a complete rebrand of the initiative, developing the creative strategy, visual identity, logo, and color palette, then bringing the new brand to life through a fully integrated 360-degree campaign. The experience extended across e-commerce, retail, social, and experiential activations, including a mobile collection truck that traveled throughout New York City, exchanging recyclable garments for Hanky Panky rewards.
