Finding Jessica's Voice
Jessica London
Content: Christine Yarde
Creative Director: Peter Siotiri
Jessica London is a heritage brand with a long-standing connection to plus-size customers. For decades, it has delivered on-trend, sophisticated styles with exceptional quality at an accessible price. To revitalize the brand, we leaned into the strength of the “Jessica London” name—a familiar presence in many households.
We expanded on her persona, positioning Jessica as a trusted source of impeccable, inspirational style. By refining the brand voice and clearly defining her personality, we created a consistent, confident identity that translated seamlessly into new seasonal product launches.
Step 1: Brand Identity Development
Step 2: Concept Proposals
Step 3: Catalog Execution
RESULTS
Giving Jessica a more relatable, human personality helped refresh the brand voice in a way that deeply resonated with long-time customers. Paired with strong value and quality messaging, the revitalized identity became a major win for the brand.
Key collections—including “Jessica Style Steals,” “Perfect Ease,” and “Uptown Tees”—were all expanded in subsequent seasons due to strong sales and sustained customer demand.