12+ UK had carved a niche in the plus size female fashion modelling category and was 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 and revitalise it’s 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 agency were experienced 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 re-inforced the logo and provided a distinctive visual identity.
As a result the company managed to retain it’s position in the market and almost double it’s turnover in the following year, which it then maintained.