Branding for a revolutionary new garment, designed to liberate every woman’s sense of style. The design studio Ragged Edge used a powerful ideology to create a brand that would connect with women of all ages. The logo, with its shimmying ‘I’, is elegant yet playful. Loose, expressive layouts and plenty of negative space help the brand to convey freedom, while the colour palette communicates a sophisticated femininity. Models were encouraged to express themselves, with art direction emphasising space and freedom. The digital experience needed to flow as smoothly as the Shimmy itself. The design studio kept the design simple and elegant. User journeys were carefully designed to make a purchasing a Shimmy effortlessly intuitive.