Graj + Gustavsen had several unique challenges in developing a licensing platform for Levi Strauss Signature. LSS has all of the proud history and heritage of Levi Strauss and CO. to draw upon but needs to be separate from Levi's and to project a unique point-of-view. LSS is designed to outfit the American family, selling modern versions of classic products that continue to celebrate the everyday hero and provide a value product.

The brand book, style guide and design tools all make up a powerful, versatile and seasonless tool to guide all of the development of the licensed product assortment. In the end, this platform enables Levi Strauss and CO. to use licensing as a means to enhance brand value and create revenue.