12+ UK Model agency brand visual

12+ UK

Brand Identity, Website

Client: 12+ UK


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 it’s brand and remain the go-to agency for clients and models alike.

12+ UK model agency visual property


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 it’s position in the fashion model agency market and almost double it’s turnover in the following year, which it then maintained.

12+ UK model agency brand visual
12+ UK model agency logo
12+ UK model agency tote bags

The brand property using the ‘plus pattern’ was then used to identify the company across a range of applications. The original website was refreshed to have a more fashion magazine aesthetic. The site also provided a sense of currency and engagement with the models and their lives. Essentially the personality and human qualities were to the fore.

The ‘plus pattern’ could then convey the plus sizes of the models in an abstract way across promotional items such as tote bags, model cards and stationery.

12+ UK model agency flyers
12+ UK model agency stationery
12+ UK model agency posters

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