Fluffi Body Diversity Brand Consulting (Website & Branding)

Beth Hitchcock is a true trailblazer in the fashion world. She recognizes that breaking into the plus-size market isn't just a business challenge for brands—it's an opportunity to spark change. After over a decade in the industry as a model, stylist, and art director, Beth recognized the struggles fashion brands face entering into the plus-size space. That's why she launched Fluffi, a consultancy at the intersection of business, social impact, and size inclusivity. Fluffi isn't just about helping brands; it's about inspiring a movement. Through diversity education, design + fit consultation, savvy marketing, and community engagement, Beth empowers brands to make meaningful connections with consumers in this often overlooked $276 billion plus-size market segment. 

When I first started working with Beth, she was in the middle of a career evolution. She was already making exciting strides with Fluffi by hosting grassroots events to connect and inspire the plus-size community. But, in order to launch this new iteration of her vision successfully, she needed an online presence that strategically showcased her extensive industry experience to prospective clients. I was able to craft a clear narrative that quickly communicates Fluffi’s value in the fashion space. 

Many experts reach out to DesignGood when they're ready to transition into a consulting career. It’s a natural jump for purpose-driven professionals who want to leverage their experience and create more value in their industry. However, without a dedicated online space, they often find themselves struggling to communicate this evolution to their networks. When working with these clients, I craft a narrative that seamlessly blends their established expertise with their vision for the future–one where they are giving high-level guidance rooted in years of experience.

There was no doubt in my mind that Beth was more than qualified to make this leap. That’s why I worked with Beth through DesignGood’s Foundational Brand Language Process to create a cohesive story that harmonized her impressive work history with her pioneering vision for a size-inclusive future.

Beth’s mission in launching Fluffi is to expand her reach far and wide. This means she needs tools that allow her to stay agile and responsive to different opportunities. I set Beth up for success by breaking up her consultancy process into distinct sections on her Body Diversity Consulting page. By showcasing the different areas Beth provides services in, from Education to Community Outreach, I empowered her to start conversations with clients about a plan tailored to their needs.

I also developed copy for an Outreach Tool for Beth to introduce herself as the founder of Fluffi, which she can utilize to connect with podcasts, conferences, and the press. This additional marketing asset empowers her to engage with organizations that can help amplify Fluffi’s mission and vision globally.

Beth has always been an inspired and self-directed professional - and she’s already made incredible waves in the size-inclusive inclusive space. After working with DesignGood, Fluffi now has a platform that positions the consultancy for long-term success.