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Finding plus-size clothing that feels modern, modest and wearable is rare. CODE set out to change that. They wanted a brand that looked like the clothing women already loved. With clean silhouettes, wearable colors, and subtle details made to intentionally fit plus size bodies.
We were tasked with creating a full identity name, voice, and visuals that makes plus-size women feel included without being singled out. That doesn’t feel like a typical plus-size brand, yet still speaks to plus-size women. A brand that fits into their everyday lives as effortlessly as the clothes themselves.
We started with the core insight: plus-size women want clothing that makes them feel normal. That became the strategy behind everything.
The name Code came from the idea of “cracking the code” to plus-size fashion. Paired with the tagline Fit In., to express the brand’s purpose: clothing designed to help women feel included, not different. Clothes fit for the body, and fit for the world women want to feel part of.
We built the identity around that insight. It’s minimal, modern, and confidently cool. A modular wordmark that can expand, repeat, or contract without ever losing its character, paired with a neutral palette and messaging that feels as natural and effortless as the clothes themselves.
We had one goal: Launch Code with a debut that felt unmissable! The kind of launch that cuts through the noise and makes an immediate impact in a crowded market.
We led the creative direction for the photoshoot, website, and social rollout, shaping the visual tone and and strategy working closely with stylists, photographers, and the entire creative team to bring it to life.
We rolled out across every touchpoint. Print ads, Billboards, social media and influencer marketing. We created PR kits featuring branded gifts such as customized tote bags, branded silk scarves, polaroid cameras and more to help spark early buzz amongst their target audience.
Code’s debut delivered real momentum. Stores sold through their first orders and reordered throughout the season. After just one season, Code tripled the number of stores carrying the brand, driven by high demand, customer excitement, and boutiques reaching out after seeing the launch.
The campaign sparked major buzz. Influencers enthusiastically shared their PR boxes, helping introduce Code to their audiences. Social growth followed and customers walked into stores requesting the brand by name.
In a single season, CODE went from a new label to a sought-after staple.
