Brand Strategy & Creative Direction
Campaign & Digital Experience
Corporate Office Design
Brand Strategy repositioning Spanx around Supporting Women & Shaping Lives.
Packaging exterior was modernized, but maintained the signature red color.
An encouraging message from the founder, Sara Blakely.
New product packaging - streamlined silhouettes and handwriting for a pop of personality.
Packaging Inserts added a pop of personality and something unexpected.
Collaborations with female artists and illustrators.
Packaging Inserts with quotes from the founder
Product Navigation was simplified and made easier to shop (Silhouette - Shaping Level - Color)
We formed a Partnership with Rent the Runway (another business founded by a female entrepreneur) to pair shapewear silhouettes with fashion.
Corporate Office
Agency: Kramer Design Group