Communicating the positive and affirming experience of an Abby’s Closet event through a brand refresh.
Abby’s Closet started with wanting one prom dress to have “another chance to dance” and has grown to provide thousands of them each year — but something greater was happening. With their thoughtful planning (from personal shoppers to inclusive sizing) each student left their event feeling beautiful and respected inside and out.
We developed a brand position, identity, brand strategy and content categories to give them tools to change the look and feel of the brand from top to bottom.
