Nasty Gal came to us at a pinnacle of its existence: the brand had become the fastest growing e-commerce company in history; its founder, Sophia Amoruso, had charted on the New York Times bestseller list for 14 consecutive weeks with her opus #Girlboss; and the brand had amassed legions of young women that lived and breathed the Nasty Gal look.

But in the midst of this rapid success, Nasty Gal found itself with a lack of unified vision, positioning and visual identity system. With sales through the roof and the company growing faster than ever, we took a step back and recreated the brand’s foundation, with its key stakeholders, retail stores and consumers hand-in hand. We created the brand’s new positioning, standing for “the girl in progress” which inspired a new secondary logo mark and brand book creation to help guide the company in all efforts moving forward.