MAGILL
BRAND STRATEGY / BRAND IDENTITY / E-COMMERCE DESIGN
Magill partnered with us to evolve the brand as it matured beyond its early growth phase. The goal was to refine the identity and digital experience while preserving the sense of nostalgia and personality that defines the brand.
We developed a strategic foundation to clarify positioning and audience, followed by a refined identity that leans into a more elevated, heritage-inspired direction. The website was designed to support both storytelling and conversion, creating a more intentional path from discovery to purchase.
-
Magill already had a strong product idea at its center: pieces designed to be personalized, worn often, and kept.
What needed work was the brand around that idea. The visual direction had started to feel more nostalgic than the business itself, and the Shopify experience was not giving the product or personalization the presentation they deserved.
-
We kept coming back to the idea of pieces being “designed to be worn now and loved forever.”
That helped us separate what felt essential to Magill from what was simply stylistic.
We moved the identity away from anything overly heritage-driven or precious and toward a more current fashion perspective. The typography, imagery, product presentation, and Shopify experience were then developed around the same direction, with personalization treated as an integral part of the product rather than an added feature.
-
Magill now has a more current and flexible brand around a product idea that was already strong.
The identity and Shopify experience give the collection more room to lead, while personalization feels naturally built into the way the customer shops and experiences the brand. The system can also move with new products and collections without needing a new aesthetic every season.
KATE JEANNE
PHOTO CO.