American Eagle Outfitters: Brand Story Gap

I've always been a loyal customer to American Eagle Outfitters and experienced the evolution of their nationally recognized jeans first-hand.

However, exploring AEO's values, mission, and objectives made my team and I realize that this company is more than just a clothing company. They exhibit their corporate social responsibility by giving back to the community and implementing sustainable practices. I was surprised to learn that they recycled coffee grounds into some of their jeans! 

This is the brand story gap that we wanted to tackle. If AEO cares so much about the environment, how come no one knows about it? 

Consumers, especially millennial consumers, care about charity. Showing off their involvement in helping the world would only bring American Eagle positive press. 

And so, I designed this mock up promotion post for American Eagle Outfitters that could, hypothetically, be used on the company's website and be posted on their social media pages.