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

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.