Madewell is a 20/30 something high end casual store. It technically has a long history, though the store took a 180 when it was bought in early 2000’s. They have a solid understanding of what their customers are looking for and cater to those needs specifically. Though they’re technically not fast fashion, this store has been able to feel smaller and more personalized for its target audience even at its larger scale.

Logo

Various branding materials

Social media assets

The idea was to keep close to Madewells roots. I didn’t want to stray too far from their original script logo considering a lot of their current branding relies heavily on the idea that they’ve been around since 1937. So a script wordmark it was! Keeping that in mind, I felt like it definitely needed a facelift to better represent their current client base and the products they sell. Enter my logo: thick, solid stroke throughout the logo with a nod to the original M. The letters are a tad loopy, but not so much to make it overly feminine. A simple script for a simply modern brand.

Along with the wordmark and tags, I threw together some secondary and support designs. They use a lot of sans serif in their marketing, so I thought a stamp-like sans serif secondary mark would be beneficial. I also created a “MDWL” badge that can be used in casual settings and social media posts. Lastly, the stitch that plays off of the Madewell namesake and, when potentially overthinking a designers process, includes an M and W in it.

When going through their instagram for inspiration into the actual vibes I got from Madewell to help determine the direction I wanted to go with this design, I noticed their Instagram highlights bar is pretty under-designed for this stylish brand. So I added that to the scope as well.