Spanx

Directed by Craig Ward and represented by ATRBUTE — the house AIM shares its leadership, its ownership and its roster with. The Spanx identity was dated and no longer reflected their audience or the product. In fairness, it was created 20 years ago and at that point you simply couldn't buy shape wear with another logo on it. What Sara Blakely built would go on to become the stuff of legend, so it was a privilege to be asked to evolve and sensitively update the identity earlier this year across all channels. This was a major project spanning several months and comprised new typography and color story; a redrawn logo; newly designed packaging; art direction and digital design all the way down to the care tags.