We created a brand positioning and manifesto that inspires authenticity

byFIG is a new boutique clothing fashion house based in Adelaide. What sets them apart is their exclusive short-run feminine fabric. Their designs aim to reflect an essence that makes a woman feel she's the only one wearing their garments and that she's fabulous in it too.

They came to fred&co wanting a brand positioning and tone for all their communications before they launched. So after a collaborative workshop. we created their new brand positioning and manifesto. This is the first stage of the communications plan.


We wanted byFIG to really connect with the emotional intelligence of their customers. Everything that both Margo and Kris do, comes from the heart and is authentic. We thought what better way to share this was to inspire women to get in touch with their own feminine authenticity.


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