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InspirationGraphic Design

Sagmeister & Walsh creates edgy new visual identity for the fashion brand Milly

Sagmeister & Walsh has created a new visual identity for Milly, the fashion brand founded by designer Michelle Smith.

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Woman in blue and pink outfit holding a small fish against a pink background, part of Milly's new visual identity campaign by Sagmeister & Walsh

Reflecting the attributes of its latest collections – edgy, irreverent, bold and colourful – the New York design studio retained the base of the existing logo and produced a series of visuals, advertisements and animations for traditional as well as digital channels.

Speaking of the project, Sagmeister & Walsh said: "When Michelle established the Milly brand it gained fast recognition for its retro and vintage inspired looks merging American silhouettes with French atelier style. While Michelle has kept emphasis on impeccable details and high-end custom fabrics, the style has shifted towards bolder and more fashion-forward looks.

"We worked closely with Milly on a rebrand campaign that reflected this evolution. We kept the existing logo mark but evolved it through animation and placement. 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."

The campaign consists of over 400 images and animations that accompanies an influencer programme which will will roll out over the next year on social media. Follow @milly on Instagram for the full campaign.

Woman with dark hair wearing a light blue jumper, with purple eyeshadow and red lipstick, against a blue and pink concentric circle background with small red geometric shapes
White fluffy cat wearing a black Milly branded shirt and pearl necklace against a pink background
Close-up of a person with red lipstick, braces and the word "MILLY" spelled out on their teeth against a bright yellow background
Bus shelter advertisement for Milly fashion brand featuring a close-up of a face with red lips spelling out "MILLY" and metal grillz, against a bold red and yellow background
Model wearing Milly's lavender dress holds pink and yellow flowers against a purple background, with floral designs painted across her shoulders and face
Large illuminated billboard displaying a woman with long brown hair wearing a red feathered garment against a blue background, with Milly branding in white text
Hands arranging navy ribbon, green brush and coloured buttons on wooden trays with spools of blue thread against a pink and blue background
Person with geometric black and white face paint featuring the Milly logo design against a bright red background
Large illuminated screen displaying a woman in a cow-print top against a vibrant orange and yellow gradient background for Milly's new visual identity campaign
Woman with pale white face paint and blue eyeshadow wearing a light blue knit against a pink background for Milly's rebranded visual identity
Two Milly advertising billboards in an underground station displaying bold portrait photographs against red and pink backgrounds with the brand name
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