Lane Bryant came to MODCo in need of a little TLC and, oh yeah, a complete brand image overhaul. Despite being one of the world’s leading retailers in the plus-size category, the brand had some rather deeply ingrained social stigmas to overcome. So, it was MODCo to the rescue! With a touch of elbow grease and some keen strategic thinking, we got busy re-positioning the brand from the ground up, starting with fundamental brand strategy, working all the way down to iconography, packaging and ad campaigns. Call it a total brand identity makeover. In under 6 months (we know, pretty impressive), we transformed Lane Bryant into a true fashion resource with an authentic confidence, joy and a tagline to match: "Fashion for every day, style just for you".