Graj + Gustavsen's work for OshKosh started with a new business brand identity project and grew to become a comprehensive repositioning of the entire company. G+G saw that OshKosh, a leader in the children's apparel industry, had potential to have a much larger business. Working closely with the leadership team, G+G repositioned OshKosh as "America's Family Brand Since 1895". This new positioning guided G+G's design and development of the new adult product offering, the OshKosh company store concept and design with goods for the whole family including home products, the new advertising campaign and an integrated brand identity program ranging from corporate communication to product packaging. Graj + Gustavsen has layed out a far-reaching plan to realize OshKosh's potential to be an industry leader and a popular favorite.