Branding & brand launch for Madewell Forever, a new way to do well.
Client
Madewell
Scope
Logo design
Identity development
Launch graphics
Motion graphics
Photo retouching
Role
Concept, design lead, art direction, retouch coordination
Design Team
Jenny Hoffman, Ally Bernstein, Michelle Ghiotti, Noni Devora
In 2020, international retailer Madewell launched Madewell Forever™, its new resale initiative. The program allows customers to resell and shop preloved Madewell clothing online. The challenge was to create an identity that reflected the company’s deepening commitment to circularity in fashion, then execute the rollout of the new sub-brand. Within the first month of launch, over 1,000 jeans were saved from landfills—equivalent to roughly 325,000 gallons of water.
Designed at Ashton Design in partnership with ATTN:
Press
Forbes
“A New Way to Do Well”
The program’s visuals cleverly adapt classic Madewell elements to create an identity that both stays true to and stands apart from its parent brand. The logo’s “infinite loop” lockup emphasizes Madewell’s commitment to circularity; the blue, black, and bold palette nods to its denim roots. To encourage participation, a manifesto promotes camaraderie, while requestable clean-out kits help customers take action.
Brand Rollout
The program’s launch featured a multi-pronged approach, with a customized website and digital store at its core. To draw participants, branded email blasts and Instagram posts (both in-feed and in stories) introduced Madewell’s 1.4 million followers to the new initiative.
Photography
A brand photoshoot featuring preloved Madewell clothing conveys a sense of attainable environmentalism. Settings feel approachable and juxtapose greenery with urban locations to underscore that, even in man-made spaces, we can always find ways to connect with the natural world.
Results
Upon launch, Madewell Forever was reported on by both CNN and Forbes, which wrote that “The program comes at a good time, as demand (and need) for more sustainable fashion offerings continues to rise.” In its first six months, the program saved nearly 125,000 pairs of jeans —about one pair per minute—from ending up in landfills.