Theory had a cult following and great taste but limited experience in advertising. MODCo was tasked with reigning in disjointed branding elements and creating a cohesive branding system that was easily accessible on a global scale.

For their 2006 year we oversaw all of their branding and advertising efforts giving special attention to creating a cohesive and consistent voice for the brand.

We created an international advertising campaign, in-store graphics, direct mail materials, look books, and a website. A brand bible was created to ensure consistency in future brand extensions and partnerships.