CreditsLeave
him.
Pretty pieces. Real exits.
The briefAn apparel brand for women who have left, or are leaving.
The founders had a name, a mission and a hard truth to build around: money is one of the biggest reasons women stay. Leave Him puts money behind leaving.
We came in as lead consultant to shape the brand from the ground up, before a single piece was printed.
The turnThe first plan was to whisper. In May we led the brand the other way. Shame is what keeps women quiet, so Leave Him would be the loudest thing in the room, while every safety choice stays quiet, and in her hands.
The voiceShe can love him and still leave him.
Her dependence wasn’t a personal failure. It was the design.
Don’t ask her why she stayed. Ask what made leaving so hard.
Make freedom affordable.
We wrote the positioning, the messaging guide and the manifesto. Every post, product and email now pulls from the same voice: blunt, funny when it can be, never ashamed.
The first postsSay it big.
Say it first.
An organic social strategy and the first nine posts, drafted ahead of launch. Big type, history the timeline forgot, and a mark that sticks its tongue out.
Designed for her safetyLoud brand.
Quiet checkout.
A loud brand still has to protect the woman wearing it. We researched how she can shop without being noticed, and built it into the plan.
Nothing on a statement that gives her away.
Options for where, and how, it arrives.
Discreet boxes, as an opt-in. Her call.
Drop 0The first thing she gets to wear.
A tee, a tank, a crop top, a dad hat and stickers. We sourced the blanks, suppliers and packaging, studied the brands around them, and wrote the launch playbook, the waitlist welcome series and the timeline to get there. Next up is Drop 1: Love Notes to Myself.
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