Charming Charlie was experiencing growth, but lacked the compelling brand image that would position them as an accessories leader. The solution was “Find Your Fabulous,” a campaign that expressed the brand’s ethos of bringing affordable style to women everywhere. The glamorous look extended to all rebranding, including print, out of home, point-of-sale and an ecommerce site. Within six months, Charming Charlie’s brand awareness increased by nearly 10 percent, with the name garnering almost as much recognition as Kohl’s and JCPenney.