Beth Hitchcock spent over a decade in fashion as a model, stylist, and art director, and she saw from the inside how brands entering the plus-size market struggled with design, marketing, and connection to the customers they wanted. Launching Fluffi meant turning that experience into a consultancy, and the consultancy needed a brand that could carry it.
A new advisory business faces a familiar risk. Brands deciding whether to trust a consultant on something as personal as size and body look for expertise and care together, and the plus-size community can tell quickly whether a company is listening, so the brand had to be playful and professional in the same breath.
We built the foundational brand language first, with a vocabulary drawn from Beth's own words, including inclusive, empowering, bold, and approachable, a clarifier, Body Diversity Brand Consulting, and a statement, Creating a size-inclusive future. Then we designed the visual identity and website, wrote the copy, and built branded email marketing, sales and outreach tools, and presentation design so Fluffi could take the same voice into pitches and rooms.
Today Fluffi has a website that lays out its four service areas, Education & Insights, Design & Fit, Marketing & Strategy, and Community Building & Outreach, and its founder has outreach and presentation materials that sound like her. Brands can see what Fluffi offers and how to start, and Beth has language she can use in any conversation about the work, whether it happens in a pitch meeting or at a community event.
