Ahead of the curve

Plus size model agency12+ UK had carved a niche in the plus size female fashion modelling category. In a competitive market they were comfortably the leading agency in Europe. However competition from international agencies such as Storm and Elite meant that 12+ UK needed to up it’s game. The result was a need to revitalise its brand and remain the go-to agency for clients and models alike.

The unique selling point was the fact that the talent on the books of the model agency were experienced fashion models that had curves, and had plus size figures. Simply they had ‘plus curves’. This idea was converted into curved lines made from pluses which reinforced the logo and provided a distinctive visual identity.

As a result the company managed to retain its position in the fashion model agency market and almost double its turnover in the following year, which it then maintained.