We recently collaborated with the founder of Behave to develop the start-up D2C brand. Behave saw a major opportunity to truly help an underserved market – bigger-busted, smaller-banded women that often get overlooked in terms of finding brands that make properly fitting undergarments for them. Behave set out to change that. The founders goal is to ensure that the 25+ million women with bigger busts and smaller bands can wear things that fit properly and are comfy. We helped develop brand strategy, voice, look and feel and photography for the start-up.