Madewell Insider Branding

Branding

Digital Design Lead

Madewell historically featured a stark black, white, and (sometimes) blue color palette. The new loyalty program’s branding needed to blend seamlessly with the brand’s heavy sans-serif typeface, feel like a natural extension of the brand’s playful copywriting, and provide a bright and celebratory contrast to Madewell's usual monochrome.

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The bold palette, soft irregular shapes, and use of motion provide a fun juxtaposition to the rigidity that Madewell is known for.

Animation of the primary loyalty program pattern and logo
Icons illustrations of a truck, stack of money, lock, noisemaker, pair of jeans, and monogrammed tote
Madewell's Bien Fait tote with loyalty program branding
Swatches of the colors, patterns, and typefaces for the loyalty program branding
Animation of truck driving across the screen
Animation of a stack of dollar bills
Animation of a noisemaker popping
Promotional print collateral postcards
The three logos for the three tiers of the loyalty program: Madewell Insider, Madewell Star, and Madewell Icon
Example of a lifestyle image with loyalty branding
A selection of the Madewell Insider emails
Example of a paid placement ad with loyalty branding
Promotional loyalty program ad on a point of sale terminal screen
Mockup of the top of the Madewell Insider loyalty program landing page
Homepage loyalty banner in situ
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