True & Co
Elevating a data driven business to celebrate its community and their individuality.
True & Co is a pioneering brand that created the fit quiz and set a new guiding voice in the cliche world of women’s underwear. After seven years, it became the leading D2C brand with more data on women’s bodies than any other business in the USA but needed clearer direction on how to define and communicate its positioning to broaden reach further.
Our approach celebrated and combined the data driven approach of the business with the uplifting feel that its products provide its community. A graphic overlay using icon based personal formulas, a more youthful tone of voice and natural art direction provide a more engaging brand experience digitally and physically.
Further work on brand behaviour through community engagement, brand activation and product development has set a path for significant future growth.