The Store of Modern Childhood
The Children’s Society, 2019

In order to shine a light on the harsh reality of being a youth in Britain today, The Children’s Society created the Store of Modern Childhood - a pop up shop on Baker Street displaying custom garments and accessories representing the challenges of the modern world. The unsettling products were displayed for 48 hours, addressing challenges such as poverty, knife crime, bullying and sexual exploitation.

I created the brand identity used across the store, clothing and ephemera. Items developed and displayed included stab proof vests, phone cases, notebooks, uniforms and the custom built ‘Grooma’ app. 

The Store garnered unprecedented levels of social engagement and succeeded in its mission to educate the public.