Morii Brand Guide

Morii

Fashion Made For The Ocean

Table

Project Parameters

Our objective was to create a business, institution, event, program, organization, or association. Then develop a story behind the branding, user interaction, and service design.

Problem Goals Solution

- Our Oceans are dying at an alarming rate and not enough people know about the problem or what is causing it.

- Fashion is one of the largest industries for waste and pollution from production and distribution.

- There are no active actions being made to help our oceans and we need to make changes now to save our future oceans.

- Hundreds of animals are becoming endangered and even extinct each year due to global warming and overfishing.

- Our beaches are being washed away due to sea level rise.

Fast fashion is taking over social media and unsustainable habits are being promoted.

- Create a sustainable fashion brand that aims to help the ocean directly and the organisms within it.

- Educate consumers on what is going on in the world that is harming our oceans and what they can do to change that.

- Create advocates for saving the ocean and start proactive change.

- Motivate consumers to learn the process of how their clothes are made and hold all brands accountable for the waste they are producing and unsustainable habits.

- Produce clothes in the most sustainable way possible and promote upcycling clothes rather than throwing old pieces away.

Use only recycled plastic from the ocean for our packages and shipping.

- Be transparent with all our actions to reinforce our value of authenticity.

- We designed a fashion brand that aims to help save our oceans with every move it makes. The goal of our brand is to educate, sell, and advocate. We hope that after consumers buy from us, and learn about what steps we are taking to save our oceans and how our production differs from other companies, that they can now advocate for sustainable fashion and help educate more people on what the industry is doing wrong.

Morii is a fashion brand focused on the health of our Oceans, with the hope to educate people and invoke a change. With global warming and overpopulation we are creating irreversible damages to the planet and a change needs to be made now in order to preserve our beautiful oceans for future generations.

Branding ServiceInteraction

Packaging & Post Cards

Morii Drive-Bys; In Beach towns on the East Coast

Personal Stylist

Medium Educational Resources

Small Large

Distribution of Sustainable Clothes

Updated Daily News and Volunteer Options

Communication Platform (Mainly on App)

User Profiles

Tutorials on How to Repurpose Old Clothing

Mission Statement Vision Statement

Use business to educate and implement active practices that help protect and recover our vast oceans.

Recolor our oceans with flourishing life.

Literature Review

Sustainable Fashion Branding Literature Review

Morgan Peele & Riley Becker

Sustainability and the fashion industry are heavily intertwined, as fashion has become the number one source of waste in the world. The way a brand is seen by consumers is becoming increasingly important. The general public is becoming more inclined to buy from better brands, especially if they are economically able to.

A 1997 study showed that consumers and managers think very differently about a brand, so non-verbal communication is necessary to clarify the image of that brand. Some examples of non-verbal communication are location and brand atmosphere. The location of a brand helps to define its audience and what type of products will be sold, as well as some of the attitude of the brand. Brand atmosphere is everything surrounding the brand, such as advertising, imagery, and even environmental effects.

current technological climate, this is the youngest generation to have such control. Such influence means brands will start to follow the mindsets of these tweens, who are more likely to value sustainability, better working conditions, etc.

Even Amazon is putting out commercials showing that they are changing and prioritizing better values. This is one of the largest companies in the world, and even they are concerned about their audience’s opinions. The concern is over the belief system, not over the products themselves.

Unfortunately, there is still a difference between belief systems and who people spend their money on. Studies see this behavior gap through the understanding that the people generally want to support green companies don’t always do so. There is an accessibility problem for consumers.

While this study focused on luxury brands, this quality applies to all brands, that image is shown throughout the experience of the brand. This includes online, in-store, over the phone, and anything else a consumer experiences.

Studies show that younger and younger age groups are starting to influence the fashion world. With the rise of online shopping, young people can more easily access new fashion. This is important because trends often initiate within younger age groups, but in the

We will likely see an even higher increase in sustainable brands, and current brands are going to have to make changes in order to stay relevant. Better working conditions for employees and more environmental consciousness are values that have to be followed for companies, and people are going to want to see these promises put into effect. Even if companies are reluctant to change on their own basis, stakeholders are becoming more interested in investing in those who do change.

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"Atmosphere is the biggest indicator of the brand’s attitude, as it is what all of the consumers see and take in about a company. " " A solution to accessibility must be made in order for sustainable brands to be successful.

Precedents

Our precedents for this project were brands that had a similar motivation as Morii. All of our precedents are focused on making clothes that are sustainable for the environment and durable, so they last longer and reduce waste. Patagonia is our biggest inspiration when it comes to how we treat images throughout our brand. On their website, they have many large images of the environment and create a sense of adventure, durability, and safety. Patagonia is focused mainly on mountains and forests. However, our imagery is focused solely on the ocean and the organisms living within it. We want to spark emotions when you open our app or website similar to Patagonia. Morii believes that the start to real change is education. This is also something that differs slightly from our precedents. A large part of Morii is the education aspect of it that drives people to make a real change and to care about the ocean. We also strive to be as transparent with our consumers as possible to make them feel assured that their clothes are being made sustainably. Levi’s, Patagonia, Lululemon, and Re;code all set a great example of how the fashion industry can make a difference in the world and make sustainable clothes. However, none of these brands have sparked a large enough change to save our oceans and Morii plans to be that spark.

Brand Overview Morii

Our brand’s goals can be simplified down to educate, sell, and advocate. We believe the first step to creating real change is education. So the first step our brand takes is to educate our consumers on what is going on in the fashion industry that is harming our oceans. Then we explain what we are doing differently from other large brands to help make fashion sustainable and make a positive impact on our oceans. We believe that once our consumers have an understanding of why our products are better for the planet and how our products are better quality than competitors, we then create a relationship with our customers that other brands do not have. Morii aims to create a community of people that care about the environment and are educated enough to advocate for a change.

Color Palette

Our color palette includes colors that are commonly found within the ocean and coral reefs. Our vision statement is, recolor our oceans with flourishing life, so we wanted a color palette that matches this well. We chose 3 blues to be the main colors in our palette to maintain an ocean water feel throughout the brand, with pops of color similar to the way fish and coral add pops of color to our oceans.

Typefaces

We chose to use these two type faces because we wanted an easy to read san-serif as our body text and an extravagant, unique, text for our brand titles.

Arpona Bold Forma DJR Micro Bold Forma DJR Micro Light

Fashion Made For The Ocean

Brand Title & Slogan

Titles throughout text

Body Text

Image Treatment

Images throughout our brand are treated in a very similar way. We want to use graphic images as a tool for education because we believe that sometimes seeing an animal in danger sparks more emotions than reading about it. Emotions is one of the major tools Morii uses in getting people to make a change proactively. We want to connect with our consumers on an emotional level and create a true bond with them to hopefully create very loyal customers. So throughout our brand we use colorful, graphic, large images to capture and educate our audience.

Logo and Icons

Morii’s logo uses four out of the six colors in our color scheme because we wanted to capture the feeling of a wave crashing over a sunset. A sunset has a positive connotation and we want positive feelings to come to mind when anyone sees our logo. Throughout our brand the logo can also be found connected to a yarn ball of fabric, showing the connection we are trying to make in people’s brains between the ocean and fashion. The icons used in Morii’s website and app are simple and usually filled in with white or navy.

Morii

Why Morii?

We chose Morii as the name of our brand because it is a Latin word meaning “the desire to capture a fleeting experience.” We believe this fits our brand perfectly because the oceans we see today are a fleeting experience that future generations may not be able to see due to global warming, pollution, and all the waste produced by humans. We desire to save and restore our oceans to their former glory. In order to do this, there needs to be a change in the fashion industry.

Morii plans to take a stand and promote active change to help our oceans. We are going to try to reach this goal through education, tutorials, sustainable practices, donations, and promoting upcycling clothing. Morii has pledged to donate 3 percent of every sale to ocean conservation and research. We also aim to be as transparent with our consumers as possible when it comes to how we make and distribute our clothes. Through this, we hope to create a real connection with our customers and help them understand what we are doing differently from other large competitors when it comes to helping our oceans.

We also hope that through our website we can educate the public on what is going on in the world that is harming our oceans and hopefully create advocates for ocean safety.

Stakeholders Map

Advocates for ocean safety

Ocean Conservationist

Buyers who care abut the environment

Fashion Brand that is trying to be more sustainable Volunteer organizations aimed at helping the ocean

Teachers & students

People who want to learn about the ocean

Audience

Morii’s target audience is 18-35-year-olds. This is because they are the generation that can create the biggest change to help our oceans. They are also the generation that has seen the biggest drop in ocean health and experienced the largest jump in waste produced by the fashion industry. 18-35-year-olds are also old enough to be educated about what is happening to our oceans and understand and then become advocates for ocean safety. They are also the prime age of consumers for the clothing we are selling. Our broader audience could be 36-60-year-olds because they could still care about saving our oceans for future generations, but they may not enjoy the clothes we are selling as much.

Age: 19

Occupation: Youtuber

Education: Graduated High School and is now taking a gap year in Hawaii

Location: Lihue, HI

Objective: To buy trendy clothes without damaging the environment and learn new ways in which she can help safe the ocean.

Persona

Claire Daves

About

Claire Daves is a young YouTuber who posts vlogs of her travels around the world. She first started youtube when she was a junior in high school. Her family went on a trip once every year and she always loved taking pictures and videos on those trips to capture the memories and the beautiful landscapes. She decided she wanted to share those videos with the world and gained over 500,000 subscribers within the next two years. With this large platform, she was able to spread knowledge on topics that she believed needed more attention. She has become a large advocate for saving the environment and endangered species. She decided to take a gap year in between college and high school to further her youtube career and try to make a real change in helping the environment. Since her travel content got so many views she decided to move to Hawaii during her gap year because she wanted to explore a new culture and land. While there she learned how important the ocean, and the life within it, is to the Hawaiian people. She now wants to learn more about ocean safety and what she can do to help.

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" I have a large platform where I can share important topics and make a positive change in the world, but in order to do that, I need to educate myself on what is really happening in the world right now.

User Journey

How did they find Morii?

One of Claire’s hobbies, which she has picked up while living in Hawaii is surfing. She has a group of friends that she goes surfing with almost every morning. While out surfing one morning her friend Mary’s swimsuit caught her eye. Claire asked where that swimsuit came from because she really liked the pattern and Mary explained that it was from a brand called Morii, which she now gets all of her bathing suits from because it is a sustainable fashion brand focused on saving the ocean. Claire was so excited because she had never heard of this company before and the ocean was one of Claire’s newfound interests. So once they were done surfing that morning Claire went and looked them up.

What are they going to do next?

Claire started by visiting the Morii website and reading the home page. On the home page, it explained what Morii’s mission and vision statement are and why ocean safety is such an important topic. Claire realizes this is truly a great company with morals that she supports and wants to spread with her fan base. So she decides to make an account so she can stay up to date with what is going on in the world, in regards to the ocean and shares the link with her followers so they can do the same.

Persona 2

About

Isaac Baugh is a marine biologist in Monterey California. He sees firsthand how damaged our oceans are and the struggling organisms that live within it. He first became interested in the ocean in high school when he took his first marine biology class junior year. This is when he fell in love with ocean life and realized there was a big need for a reduction in waste produced by humans, specifically plastic. With his college degree in marine biology, he was able to get a great job where he can help conduct research and studies on the ocean to find new ways to help the ocean. Isaac already tries to reduce his plastic waste as much as possible, but he did not know that the fashion industry was such a large part of waste production until he saw a post from Morii on Instagram. The post said, “20% of plastic production last year came from the fashion industry, help us change this by supporting sustainable brands like Morii.” Isaac is now interested to learn more about Morii and how he can change his habits to help the ocean more.

Age: 24

Occupation: Marine Biologist

Education: Bachelor of Science degree in Marine Biology

Location: Monterey, CA

Objective: To make sustainable

choices when it comes to his clothes and find what volunteer options are available near Monterey, California.

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Isaac Baugh I care deeply about the ocean and its safety. However, I did not know that the fashion industry was one of the largest contributors to plastic waste. I want to buy sustainable clothes and know how they are being made.

User Journey

How did they find Morii? What are they going to do next?

Isaac first heard of Morii from an ad that appeared on his Instagram feed. The post from Morii’s account stated “20% of plastic production last year came from the fashion industry, help us change this by supporting sustainable brands like Morii!” This was new news to Isaac, he did not know that the fashion industry was such a large contributor to plastic production. Isaac is now interested to learn more about Morii and how he can change his habits to help the ocean more.

After the Instagram post caught Isaac’s attention he clicked on their profile and saw that they have an app. So he clicked the link to download it from the app store. After it finished downloading he opened the app and was prompted to make an account. So he filled in his information and then it took him to the main page of the platform. This page is the featured post, he saw lots of cool outfit ideas and became intrigued. Once Isaac is home and around his computer, he plans to log onto the Morii website to learn more about the ocean and how it is connected to the fashion industry.

Objective: To learn new sustainable practices that she can bring back to Nike and try to influence them to be more sustainable.

Persona

About Michelle Borasy is on the marketing team at Nike. Nike has been criticized for years now on how their products are made and the unfair pay that their workers are given. Michelle cares deeply about changing this and bringing important topics to Nike’s attention. Not only are their products made unethically, but they are also not made sustainably. Michelle has observed that this is something that is being pushed heavily in the media right now. Michelle wants to learn how Nike can change its practices to become more sustainable and what organizations they could donate to, that can help the environment. Michelle grew up going to the beach every summer in North Carolina, where her grandparents lived. This made her love the ocean and now she wants her kids to have the same experiences one day. However, the beach that she went to growing up is being washed away by rising sea levels. She wants to share her love for the ocean with her fellow workers at Nike and bring awareness to all the damages her company is creating. She also wants to bring solutions to them and ways they can improve their companies environmental footprint. She also wants to start supporting businesses that are practicing sustainable habits.

Michelle Borasy I want to support sustainable clothing brands and learn what they are doing that is helping the environment, so I can bring new ideas to Nike and spread awareness to the negative practices that Nike has.

User Journey

How did they find Morii?

Michelle heard of Morii from a friend who had recently bought from them and received a thank you card informing her what animal she helped through her purchase. Michelle’s friend shared this card with her because she thought it was so cool to know what your purchase was actually going directly to. Michelle thought this card installed a sense of happiness in the customer because they feel that they helped that animal first hand. Michelle loved this idea and wanted to know more about the company, so she looked them up.

What are they going to do next?

Once Michelle googled the company she found their website. There she learned about what they stand for and how they make their clothes more sustainable. However, the information found at the very bottom of the website was the most intriguing to Michelle. Here Morii stated that they put the ocean first, they know how their clothes are made, they donate 3% of every sale to help the ocean, and they vow to spread awareness on what is happening to our oceans because of the fashion industry and humans as a whole. This is something that she believes Nike should do as well and she plans on showing her boss this company.

Branding

Packaging & Thank You Cards

A large part of what Morii stands for is being sustainable and environmentally conscious with every single thing you do. Morii holds itself to the highest standards and aims to make the smallest environmental footprint possible. So that means that all the packaging used for shipping our products needs to have zero plastic and be fully degradable. To ensure this we made our packages out of recycled material that is biodegradable. So not only are our clothes sustainably made, but all of our packages are sustainable as well. Morii also donates 3% of every sale to restore and save the ocean. To make our customers feel this sense of donation first hand, we add a thank you card to each package letting our customers know what exact animal or problem they helped through their purchase. This card is also made fully out of biodegradable material.

Website: Education Tool

Home

When one first visits the Morii website they are greeted with a beautiful image that changes every week and is always sure to capture all the beautiful colors that a healthy ocean has. There is also information on this page about what Morii stands for and how they achieve all their goals. This is also where you can find our mission and vision statement along with volunteer organizations we are currently working with and links to their websites. Along the top of the website is where you can find our four main pages listed out; learn, shop, tutorials, and stories. The first one is learn because at Morii we believe education is the start to real change.

Learn Page

Once you click on the learn tab it takes you to the above page. This is where our main hub of educational information is distributed. We divide this section into small, easy-to-read sections, so people are not scared away by the information and can find it fun. There is so much to learn about the ocean and we are here to share. We want to create people who truly care about making a difference and care for the ocean. Morii believes that through education we can succeed and make the change that the ocean needs.

From there you can scroll down to see all the different topics there are to learn about. Morii covers basic ocean facts, marine life, endangered animals, why humans need the ocean to survive, and so many more intriguing topics. This page is constantly updated and keeps our members up to date with what is happening in the ocean daily.

At the very bottom of every page in the Morii website, it has our four core values, which are, we put the ocean first and have clean production and distribution, we know how our clothes are made, we vow to donate 3% of every sale to clean and save our oceans, and finally, we aim to spread knowledge, sustainable clothes, and create advocates. Each of these has a link under them where customers can go to learn more about each value and how our brand upholds these values.

Stories Page

The stories page is also a large way in which we educate our members. The stories page differs from the learn page in that it is about current events happening in the world that need our help now. For example, an oil spill in California that is requesting volunteers to help rescue animals that are stuck in the oil. This page is treated similarly to a blog in the sense that it is updated daily and all throughout the day. We have a team of researchers that work on keeping this page up to date for our members.

As you scroll down on the stories page you may see articles, flyers calling for action, news events, and even sometimes videos, so our members can understand the severity of what is going on. Something Morii believes strongly is that images create more emotion than words. So sometimes when people are not understanding the urgency of a crisis, images can be used to stir up emotions and care for the animals or environment.

Website: Shopping Tool

Home

Shop Page

To get back to the home page from any tab all you need to do is click the Morii logo in the top left corner. The second tab on our website is called the shop. This is because the second motivation of our brand is to sell sustainable clothing. So by clicking the shop tab it will take you to the page with information on our clothing collections.

Once on the shop page, the first text you see is “connecting clothes with nature.” Our goal is to create a connection in our consumer’s brains between the ocean and fashion. There is a large connection between these two, but few know about it. Sustainable fashion is something that all brands should participate in and if the large companies changed some of their habitats it could make a large difference in waste production.

When you scroll down on this page it shows the collections we currently have or are working on. Our collections are based on endangered animals that need our help and the purpose of them is that when clothes are bought from a certain collection the 3% that we donate from that sale goes specifically to research to help that animal. Sometimes these collections are paired with a volunteer organization that works with this animal as well. Then below our collections, you can click on categories like female, male, summer, or winter.

Shop: Women

After clicking on the women category it takes you to all the women’s clothing. There it is divided into sections. You can either scroll through each section or you can click the three bars in the top right corner and add a filter so you only see certain clothing. You can also at any time click the magnifying glass in the top right corner to search a specific section or item.

The first clothing you see when you scroll down is our swimwear because it is our best seller and also relates directly to the ocean. To learn more about a specific piece you can click the name and it will take you to a new page where you can see the different color options, read about how that item is made, and what material is used.

As you continue to scroll down you see more summer clothing and it eventually turns into our winter clothing. Our winter clothing includes merchandise with our logos such as hats and sweatshirts. This is a great way to show your support for Morii and spread awareness about the ocean and what damage is being caused to it.

Interaction Design

Morii Drive-Bys

Morii Drive-Bys are one of our favorite features. Morii is an online store and learning tool, however, in the summertime when beach towns are the busiest, we pack up our Morii truck with all our new clothing items for that season and travel all along the east coast. We will visit beach towns on our journey and stay in each one for a week.

Our goals is to spread awareness on the problems our ocean is facing currently and how people can help. We also want to spread sustainable clothes to as many people as possible and hopefully create more members with Morii, so we can also educate them and create loyal customers.

Banners and online posts will notify people that we are coming and these will be put up a couple of weeks before our arrival in each town. We intend to set up our trunk where foot traffic is highest to ensure the biggest exposure in each town. This way we can interact with our consumers in person and spread our knowledge and clothes straight from us to you.

Community Involvement

Community involvement is a huge part of Morii’s brand. We strive to make a real difference and that starts by taking action. We encourage our members to get involved and ask how they can help. On our website and app, we help promote local volunteer organizations and any events that are happening near the ocean. Spreading awareness is a huge part of the action, the more people that get out and help the faster a change can occur. Beach clean-ups are one of the most important community events because all the trash on the beach will end up in the ocean. You may not think about it when a plastic bag goes floating by in the wind, but that will eventually land in the ocean and a sea turtle can mistake that for a jellyfish and it will choke and die. The ocean needs our help and it needs it soon or it may be too late. Morii is making all the sustainable actions it can, but our oceans need your help.

Through creating a membership with Morii you can stay updated on community events local to you and new ways you can help daily.

Volunteer Opportunities

Morii promotes volunteer opportunities on its website and social media pages. On the homepage of the website, you can scroll down and see all the organizations we are currently working with. If you click on any of these organizations it will take you to their website and there you can find what they do, how they do it, and how you can help their cause. This is important to Morii because we are not just about selling clothes, but also making a real difference, and in order to do that we pair with other organizations that follow our same morals and hope that together we can make a positive change.

Volunteer opportunities can also be posted on the stories page of the website because if it is an urgent matter this page gets updated instantly, whereas the home page may not be updated for a day or two. So if you want to stay up to date with all the events going on around you we suggest becoming a member at Morii and then you will know of all the opportunities as they are becoming available.

App: User Focused Sharing

Home

Featured

The app is meant to be a location for consumers to interact with each other more than the brand itself. While the Morii website is the main touchpoint, the Morii app is a branch for less formal interaction.

Individuals can post images of their own fashion, tutorials on how they like to repurpose clothing, and stories that they feel are relevant to the topic of Morii. These functions allow users to feel more like a community, rather than randomly buying from a company.

On the featured page you can filter the information by post or by accounts by clicking the buttons on the top of the page. To jump from page to page on the app you can use the toolbar on the bottom that has our for main pages, home, stories, tutorials, and user profile.

Stories Page

The stories page on the app is similar to the stories page on the website, however on the app it is user focused. The app centers around user stories and user posts. On the website it is all information Morii is posting, but on the app it is mainly information that our users are posting. This allows users to interact with one another and learn from each other.

Shopping Cart

From your profile you can access your shopping cart by clicking on the image of a bag in the top left corner. Once you click that it will show you all the items currently in your bag and their prices. After you check out a screen will pop up showing you who you saved.

This page’s purpose is to make the customers feel that they are truly making a difference. We find that just telling our consumers that we are sustainable isn’t enough sometimes. So by letting them know what their sale is directly helping it lets them feel that sense of satisfaction and that they are helping the ocean by shopping with us.

Service Design

Website: Personal Stylist

On the Morii website, there is a button in the bottom right corner at all times that says “talk to a stylist.” This is available to you no matter what page you are on so help is only one click away. Once you click this button a chat box will pop up in the right-hand corner where you can personally text one of our stylists that is on hand at all times. Here you can ask for help navigating the website, a question about an order, tutorials for a specific topic, or any question you can think of. We believe this is a good way for us to make our customers feel connected to us and cared for at all times. Here at Morii, we are focused on sustainability and the happiness of our customers because together we believe we can make a difference.

App: User Profile

Profile

Shopping Cart

To access your profile on the Morii app you simply click the person icon in the toolbar at the bottom. It is the rightmost button in the toolbar. Once you click this button it will take you to your profile.

Your profile is for you. This is where you can post your own fashion and like others’ fashion. The profile allows you to go back to images that you’ve posted and that you’ve liked, which keeps people inspired by others on the app. Users can also look at others’ profiles in order to get inspiration. “Likes” are not for the social aspect, but are meant to be a way of saving images that are of interest to each person.

From your profile you can access your shopping cart by clicking on the image of a bag in the top left corner. Once you click that it will show you all the items currently in your bag and their prices.

If you decide you do not want one of the items anymore simply swipe left on the item and an option to delete it will appear. Once you are ready to check out just click on the buy button.

Website: User Profile

Home

Sign In New Member

To get back to the home page from any tab all you need to do is click the Morii logo in the top left corner. On the very top left of the home page, you can find the words “Find a Drive-By” this takes you to a map that shows you when and where our Morii truck will be appearing this summer. On the opposite side of the website, in the top right corner, you will find a login button. If you click this it will take you to our user login.

Once you are on our Login in page all you need to do if you are already a member is type in your email and password and it will then take you back to the home page but now will have your name in the top right corner instead of the login button, letting you know that you successfully logged in. However, if you are not yet a member you can click the “Create one now” button and that will take you to the new member page.

Once you are on the new member page you will need to answer a few questions to get started. Those include your first and last name, email address, and password. That is all Morii needs in order to get you started with your account. After you enter that information and click create an account it will take you to a new page explaining all you can do with a Morii membership and what benefits you receive.

App: Tutorials

Tutorials Page

To access our tutorials on the app all you need to do is click the play button on the toolbar at the bottom. It is the third button from the left. The app tutorials are similar to those on the website and get updated at the same time. So if you are wanting to watch a video that you found on the app on the website you can just pull up our website on your computer and search the video title and it will be there.

The difference however is that individual users can post, as opposed to the filtering of tutorials that happens on the website. By scrolling through, names of tutorials will tell the users what the given video will show them how to do. This follows our general idea that the app is for our consumers and centered around them. So you can learn information from fellow Morii members and share your own.

Website: Tutorials

Home

The third tab on our website is called the tutorials. This section of our website is focused on turning the old into new and reducing waste from the fashion industry. Most people once a shirt gets a hole will just throw it out and get a new one. However, this adds to the huge waste production from textiles. So we are encouraging people to fix what they have rather than buy new. We do realize that some people may not know how to make the changes that they need though. So by clicking on the tutorials page it will take you to our hub of teaching here on the website.

Tutorials Page

Once you are on the tutorials page you can scroll down to access our numerous videos teaching you new skills, or you can always use the search bar in the top right to search for a specific topic. We start off by explaining that tutorials are for everyone. We have videos for beginners, intermediates, and experts. We are here to help you and if you ever need help you can always click the talk to a stylist button and talk to a real person about your problem.

As you scroll down on our tutorials page you will see new videos or pictures explaining new skills. We try to group together videos that are on similar topics so everything is easy to find. One of our most popular videos is “How to change elastic in swimwear.” We have all experienced a bathing suit that we love becoming to lose after so much wear and tear, but we are teaching you how to fix this. Here at Morii, we want to remind you that there is always a way to turn old into new and if you do need to throw something away recycle it if possible, and then when you buy a replacement buy sustainably.

Process

Mood Board

App Inspiration Website InspirationImage & Color

Brand

Sketches & Ideation

Mind Map App Development

Sketches & Ideation

Website Development

Help us Recolor our oceans with flourishing life!