Long Tall Sally is a multi-channel retailer of fashion for taller women with over20 stores around the UK and abroad. Their mission is to be the first choice in fashion for tall women. After winning a competitive pitch to design the new website for Long Tall Sally, we were also awarded the identity re-brand and mail order design. The key consumer insight, that helped us win the pitch, was when we realised that tall women often felt self conscious and uncomfortable with their height when teenagers. We suggested the brand move their focus away from “celebrating” tallness”, to just focusing on good stylish fashion (tall was in the name after all!). Our strategy was the opposite of what many other agencies were proposing. This has been proved right as increased sales testify.