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Secrets From Your Sister is a bra-fitting boutique with a highly curated selection of top international brands. Because of its philosophy of helping women feel beautiful no matter what their body type, it has achieved a cult status among its clientele. Jennifer Klein, the owner, approached Blok to create a new brand identity aligned with the company’s values. Blok’s first step was to elevate the store’s stature by giving the name a more iconic interpretation: SFYS. To reflect the brand’s quirky sensuality and celebration of all things female, the firm created a witty, elegant and slightly cheeky voice. The identity’s colors, typography and finishes mirror the detail and textures found in the lingerie, adding sensuality and elegance. To create images for the website and collateral, Blok turned to renowned fashion photographer Anna Wolfe, collaborating with her to produce portraits of women just as they are: honest, sensual and utterly comfortable in their bodies.

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