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Est.2018 TellTale visual identity and design system for Chico’s new lingerie brand. While the cast of characters may change, the customer will always be the lead note in their story. TellTale is the bookend to the customer’s journey, framing and highlighting everything they become. The logotype consists of two ’l’s that are customized and used for the flexible, open and dynamic bookend of focusing the messages or images of the customer story and experience. 

Design team was Henri Kusbiantoro, Rodrigo Palmieri, Mariana Hochleitner led by Daniel Andersson. Brand identity designed by Henri Kusbiantoro. FutureBrand, New York.