sagmeister walsh rebranding of milly

Sagmeister & Walsh Beautiful Rebranding of Milly

We love the strong and colorful rebranding that Sagmeister & Walsh worked on for retro & vintage inspired fashion label Milly by Michelle Smith. Launched 2 years ago, Milly wanted to rebrand their communications and visual identity to reflect the attributes of their new collections: edgy, irreverent, bold and colorful.

Sagmeister & Walsh worked closely with MILLY on a rebrand campaign and updated visual identity to reflect this evolution. All while keeping the base of the existing logo mark but evolved it by creating a changing logo type that can express different attitudes or themes. Whether the logo grows flowers, freezes over in ice, or is painted onto a woman’s body; each application can reflect the themes and inspirations of the most recent seasons clothing line and patterns.

Consumers are used to digesting large amounts of imagery and content from brands daily through social media. Recognizing this, they created a campaign consisting of over 400 images and animations that accompanies an influencer program which they will roll out over the next year on social.