European Wax Center has over 1,000 doors across America, with locations in every state. And with such expansive national brick and mortar presence, our goal was to increase the size and shape of our audience to drive more visits. We also needed a creative device that could flex and customize for different locations. Every Body Smooth was born. A brand platform idea that was designed to be repeatable, flexible and optimized, targeting many different kinds of audiences with the messaging, promotions and products that would be most relevant to them. With an instantly recognizable visual device built to resemble wax strips, Every Body Smooth featured the endlessly different type of bodies that could be waxed by EWC, welcoming all.