Diane’s Lingerie has been custom-fitting women for over 30 years because every woman is a one-of-a-kind. For their rebrand, we celebrated this uniqueness by creating over 100 body-prints of actual customers.

These body prints then became the identity. From bags, to gift cards, hangtags, and business cards, every piece was as unique as the woman who had created it. In advertising we showcased the beauty in all women; including plus size, asymmetrical body types, and even cancer patients recently fitted post-mastectomy.

At launch we hung the original body-prints in a prominent gallery and auctioned them off for breast cancer research. The show sold out in less than 3 hours and the event and rebrand reached over 5 million people. In the end, every piece of communication reinforced what Diane’s Lingerie believes and why they exist.