Madison Handbags needed to transform from a catalog-only brand into a digitally-driven fashion retailer. The strategy centered on three pillars: a refreshed brand identity with elevated lifestyle photography, a custom online handbag configurator letting customers build their own bags, and a seasonal catalog system that worked across print and digital channels.
Custom handbag configurator — from Adobe XD wireframes through HTML/CSS build to a live configurator letting customers design their own Monet bag.
Full brand system — logo, color palette, typography, and brand standards built from the ground up to position Monet as accessible luxury.
Editorial spring catalog — on-location lifestyle photography, model casting, vendor management, and InDesign layout through print-ready production.
Full-run Fall 2014 print catalog — seasonal product photography, editorial layout, and print-ready production for the Madison Handbags fall campaign.
Full 17-page Fall 2013 print catalog — lifestyle photography, editorial spreads, and print-ready InDesign production for the Madison Handbags fall campaign.
Campaign materials spanning print advertising, social assets, and retail touchpoints — "Classy & Fabulous" brand positioning at every channel.
When Macy's filed a trademark claim on the "Madison" name, the brand faced a critical inflection point: rebuild from zero or fold. We chose to rebuild — faster, bolder, and better. Within months, a completely new brand identity, product line, and digital presence launched under the Monet name, with no loss in customer loyalty and a measurable revenue increase in year one.
As part of the Monet launch, we produced and directed a full promotional commercial — concept, casting, location, videography, and post-production, all managed in-house.
