Sagmeister & Walsh has completed a rebrand and visual campaign for New York fashion label Milly. The team has applied its rich and vivid art direction trademark to create a campaign that will be produced in print, digitally, and across social platforms.
The label started by Michelle Smith originally gained its following due to a “retro and vintage-inspired look merging American silhouettes with French atelier style”. However, more recently it has embarked on a shift in tone, shaping the brand to be “edgy, bold, colourful and irreverent” says the agency’s partner Jessica Walsh. Sagmeister & Walsh’s redesign aptly represents Milly’s evolution in personality, injecting a bolt of energy into the brand identity while intelligently maintaining its original look.
“We kept the shape of the existing logo mark but evolved the mark’s personality by transforming it into a changing logo type that can showcase different attitudes. Whether the logo grows flowers, freezes over in ice, or is painted onto a woman’s body, each application tells a new story which can evolve as the clothes in each season do,” she explains.
Sagmeister & Walsh will gradually release more images as part of the campaign based on further understanding of what catches the eye of the consumer and maintains their interest, Jessica explains: “Consumers are used to digesting large amounts of imagery and content from brands daily. Recognising this, we created a campaign of over 400 images and animations to accompany an influencer programme which will roll out over the next year on social media.”
- Yuri Suzuki on how the key design tool is always communication
- Anna Sullivan creates a look back at the fascinating tradition of stilt walking shepherds
- Don’t Hug Me I’m Scared to debut at Sundance Film Festival
- Director Angela Stephenson documents Manila's defiance for creative freedom in the narco-state
- Friday Mixtape: Anthony Naples takes us from the party to the after party
- Yung Hua Chen’s photography is effortlessly glamorous
- Alex Gamsu Jenkins’ comics remind us of how gross we really are
- Pop culture powerhouse Bryan Rivera's 2018 in graphic design
- Don't worry, be angry: how politics and creativity collided in 2018
- Vice magazine's creative team talks us through its new and unexpectedly different redesign
- DIA channels NYC and gives Squarespace its signature kinetic treatment in brand refresh
- London Art Fair gets an abstract and textural rebrand for 2019