Kohl's | Intimates Department Reinvent

Whether she loves it or loathes it, bra shopping is an activity that is, quite literally, close to a woman’s heart. And when it comes to perusing the Intimates department, she often approaches it with an air of apprehension. This project was an opportunity to elevate the department as a whole, showing her that Kohl’s is the place to go for her favorite brands, the latest technologies and the hottest styles.

Using strong brand identification, approachable yet aspirational photography and touches of friendly, straightforward voice, we created an easy-to-shop in-store experience to leave her feeling confident and in control. Kohl’s was positioned as the leader in size communication, using simple charts and a resonating promise that we’re committed to helping her find her size.