Erin London – a popular apparel, sportswear and clothing brand for women – enjoyed healthy sales throughout the 80s and 90s. However, in the mid-2000s, the brand’s awareness began to slowly fade. Erin London needed to be revived. We were asked to breathe life back into the brand. This full-on branding program included redesigning the visual identity, developing brand and co-brand guidelines, designing collateral and catalogues, and launching a first-ever retail loyalty program for the brand. The impact was clear. Our work increased sales quickly. It also put Erin London back on top of the value clothing market.