UTILITARIAN PACKAGING

Created as part of a packaging redesign, these assets draw from utilitarian materials and print techniques to evoke a vintage, industrial sensibility. Textures including cardboard, twisted paper cord rope, masking tape, and felt are layered in warm neutrals, punctuated with pops of marine blue and orange-red.

VINTAGE INSPIRED MARKS

This suite of marks was created to infuse Madewell’s packaging and marketing materials with a vintage, industrial feel. Drawing inspiration from the brand’s initials, “M” and “W,” and its founding year, 1937, the system captures Madewell’s heritage. The marks were also featured in Los Logos 6 by Gestalten.

DENIM AFTER DARK EVENTS

We developed branding for Denim After Dark as part of a broader initiative to bring more creativity and fun into the in-store experience. Since stores were already hosting monthly events, our goal was to create a consistent visual identity—one that captured their energy through a playful, neon-inspired aesthetic.

THE BIG APPLE INVITE

This edible invitation was designed to welcome press and VIPs to the spring collection preview— showcasing clothing inspired by street style in the Big Apple. We took a playful approach, creating a high-end farmers market experience where guests unwrapped layers of the invitation to discover a sweet treat inside.