Buzzoms: A Size-Inclusive Rebrand Story

48 hours, 4 designers, 1 company to completely rebrand

Buzzoms, a female-led, black-owned clothing brand specializing in custom, braless, supportive wear for women with large breasts, approached our team during a 48-hour brandathon.

Marshay Clarke, founder of Buzzoms, asked us to reimagine Buzzoms' website, copywriting, brand strategy, and social media marketing as the company prepared for fundraising.

Mission: To create comfortable, stylish, and supportive clothing celebrating the true female form, addressing the gap in the market for full-breasted women who aren't necessarily plus-size.

Constraint: Deliver a comprehensive brand reimagining within a tight 48-hour timeframe.

Deliverables

• A new brand identity: "Buzzoms: The brand that speaks the language of women."
• New landing, product, about pages
• Social media and marketing strategy
• A proof of concept for an interactive sizing quiz, which the founder planned to implement.

Team

• Lina Lam: Brand strategy, subway ad design, landing page & copywriting
• Yana Sosnovskaya: Creative Strategist, brand strategy, illustration
• Melanie Hicks: Creative Director, social media
• Diana Vinihakis: Brand strategy, landing page, interactive sizing quiz

There's more to size than just being "curvy"

That's the first thing Marshay, founder of Buzzoms said to us.

Existing size-inclusive brands often didn't cater specifically to full-breasted women who might not fit standard plus-size molds. Buzzoms' uniquely positioned to solve this. They've innovated a new sizing system and made braless fashion possible for plus-sized women.

The other players

After some competitor research, the new strategic direction that will make Buzzoms stand out against competition:

"Through a revolutionary sizing system, we create apparel for full-chested women that fits and makes them feel confident both with or without a bra. "

Racing against time: how we divided and conquered

Given only 48 hours to completely rebrand the company, we split up:

• Diana and I focused on the landing page redesign and building the proof of concept for Buzzom's sizing quiz. TALK MORE ABOUT WHY
• Melanie led the style guide to ensure consistency across landing page and social media.
• Yana was responsible for copywriting and defining the brand voice (authentic, empowering, genuine).

UI Discovery

• Mood Board: Focused on model/body diversity, curve-shape aesthetics, varying camera angles, and confident models.
• Brand Voice: Based on survey data (60% excited about "braless", 30% wanting flattering fits), we focused on keywords like authentic, empowering, genuine, comfortable, confident, and stylish.
• Colours: Chose a mix of playful and elegant colors to appeal to a broader target audience of working women. # Placeholder
• Typeface: Selected simple, conversational, and comfortable typography to let visuals and interactions shine.

An "AHA!" Moment: The Unique B-Size

A key insight from competitor research and testimonials was the struggle women face finding apparel fitting both bust and waist correctly. Buzzoms' B-size system addressed this directly.

Strategy:

1. Educate the public about the size mismatch.
2. Promote the B-size through an interactive sizing quiz based on familiar measurements.
3. Use QR codes on public ads leading to the quiz to drive traffic and engagement.

A Revolution: The Sizing Quiz

Addressing customer confusion ("If my cup size is a B-medium but my other measurements are B-small, which size am I?"), we designed an interactive quiz.

Quiz Strategy:

• Guide users through relevant questions to determine their B-size.
• Provide tailored size recommendations.
• Offer options to email results or invite friends, enabling email list opt-in.

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Integrating the Quiz

We planned to simplify website content and integrate the quiz seamlessly:

• Appears as a pop-up on the landing page for a playful first impression.
• Available again on item pages when selecting a size.

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Redesigning the Website

Goal: Reorganize information hierarchy, add an "About" page, and simplify the shopping experience, catering to both new and returning customers.

01 Home Page

Aim: Simplify the cluttered original page, focusing on a conversational, visual, and straightforward shopping experience.

Wireframes: Explored designs emphasizing visuals and clear calls to action.

Final Prototype: Used the playful caption "Don't curb your curves" to embody the empowering "older sister friend" brand voice. # Placeholder

02 About Page

Aim: Showcase Buzzoms' unique features in an easy-to-scan, visually appealing layout.

Wireframes: Explored layouts, choosing one (Version 3) that was adaptable, accessible, and clearly associated text with images, avoiding awkward framing or text overlap issues.

Final Prototype: Balanced information with visual appeal using a structured layout. # Placeholder

Subway Ads: Driving Traffic

To engage new customers and drive website traffic, we designed subway ads featuring QR codes leading to the sizing quiz.

Buzzoms. Don't curb your curves.

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Retrospective

Given more time, we would:

• Refine copywriting further across the site for a consistent witty, authentic tone.
• Develop a responsive mobile platform for better accessibility and user reach.

Pitch Deck

We presented our final concept to judges, the founder, and the audience at the Brandathon demo.

Download the original deck here. # Placeholder Link

Learnings

Special thanks to the judges, mentors, founder Marshay Clarke, and my talented teammates for an exhilarating 48 hours of creative exchange and collaboration!