This is a perfect Lawless branding story.

We had worked with Kim previously when she was at Tesco. She had an epiphany one day and decided she’d launch a confidence app, aimed at hard-working and high-stressed women.

We talked about what it should look and feel like. We workshopped a brand definition and enjoyed the naming process together.

We then created the identity and delivered the things she needed to get going. Since then, it’s been an amazing success story. A big highlight would be when the app was named as Apple’s ‘App Of The Day’.

We’ve since evolved the brand to align with its growing and broadening audience groups. As the business moves from start-up to established player, we've layered in a greater depth to the tone of the brand.