Multi-disciplinary design studio and creative partner to individuals and brands operating in a global marketplace.

Full Circle SS16-17

Started by two former models who wanted to create a more modern and informal model management experience, Full Circle models are friends and long-standing clients of ours.

Having successfully rebooted the brand in 2012, we were tasked with acquiring even more market share with updated branding, reimagined visuals and a new brand tone.

Our Approach


Following our brand reboot in 2012 Full Circle was visually known for an orange circle with an abbreviated "FC" inside. Three years on and we wanted to transition the brand into international territory while still preserving the agency’s friendly and conversational style. To achieve this we simplified the original logo to just the wide Full Circle typeface in the iconic FC orange, and offered no further distractions.


We restructured the entire website UI from landscape orientation and horizontal scrolling to vertical orientation and vertical scrolling. We applied an off-white background colour for the entire experience. We stripped away all section titles and allowed rollOvers to do the heavy lifting on the landing page and division pages giving the website a minimal feel and quick navigation.

We further shifted the tone of the website navigation system, replacing traditional statements like "back to top" and sections like "polaroids" with more conversational phrases like "take me to the top" and "show me Maja's polaroids".

Project Info

Disciplines: Brand Reboot, Stationery & Promotional, Website Design / Management, Social Media Management, Content Production, Social Media Advertising, Influencer Marketing.
CMS: Custom
Location: Cape Town, South Africa
Year: 2016