We rebranded Seppälä, the 85-year-old fast-fashion company with 100 stores in Northern Europe:

• A playful design identity to highlight the joy of dressing to look and feel like yourself

• The new brand platform put a stop to using emaciated models to champion diversity, instead

• To go beyond marketing, we had the brand change its sizing to better fit women in Finland

• The brand pivoted back to communicating in Finnish instead of using English headlines and copy

• We sourced all models on the brand’s social channels long before body positivity became a global movement in fashion and beauty