True & Co

Elevating a data driven business to celebrate its community and their individuality.

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. We helped to take them further, providing a more distinctive and engaging purpose and personality to connect more broadly across North America.

By combining the data driven approach of the business with the spirit of their community, we helped to define True & Co as a truly relevant contemporary underwear brand for a digitally savvy buyer. By developing a graphic language made up of icons based on personal formulas, we created a unique digital experience to help consumers discover their perfect style, size and fit. A new approach to art direction abandoned the typical gloss and veneer of women’s underwear photography in favour of imagery that feels more natural, honest and beautiful.

This work has informed a host of new projects: brand activations, product development and changes in brand behaviour as a direct result of community engagement and feedback. We have given True & Co an identity that reflects the honesty and humanity at the core of their business, setting them up for a bright future.

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