Create a brand built around inclusivity and equality that can be an agent for positive social change in the mundane underwear category. From strategy to identity to communications and enhanced product ideas, we completely revamped the TomboyX brand. We found their aspirational purpose in their DNA and amplified their message by broadening its appeal to all strong, independent women who identify with the spirit of a tomboy. The goal being to build a movement that champions self-expansion and total inclusivity by cleverly dismantling stereotypes, compassionately challenging assumptions and creatively promoting self-expression.
