In 2025, Shopbop launched its first owned fashion labels, developed in response to sustained trend demand the existing assortment couldn't fully capture. Each label needed its own point of view, visual world, and brand story while translating cleanly back into the wider Shopbop ecosystem. I partnered with the head of product design to develop each label's identity, visual systems, logos, and product graphics, and to shape color and integration. First-year revenue expectations were beaten by several million dollars.
In 2025, Shopbop launched its first owned fashion labels, developed in response to sustained trend demand the existing assortment couldn't fully capture. Each label needed its own point of view, visual world, and brand story while translating cleanly back into the wider Shopbop ecosystem. I partnered with the head of product design to develop each label's identity, visual systems, logos, and product graphics, and to shape color and integration. First-year revenue expectations were beaten by several million dollars.
The first label, State & Lake, leaned collegiate and sporty — nostalgic without being costume-y, drawing on vintage athletic graphics: yearbook typography, centenary crests, old team gear reissued with a wink. To develop a visual world that would give a distinct brand identity and translate to compelling visuals across a variety of products, I developed a series of distinct logotypes to give the brand a wardrobe of marks rather than one static logo, with a subtle badger emblem nodding to Shopbop's own Wisconsin roots.
The first label, State & Lake, leaned collegiate and sporty — nostalgic without being costume-y, drawing on vintage athletic graphics: yearbook typography, centenary crests, old team gear reissued with a wink. To develop a visual world that would give a distinct brand identity and translate to compelling visuals across a variety of products, I developed a series of distinct logotypes to give the brand a wardrobe of marks rather than one static logo, with a subtle badger emblem nodding to Shopbop's own Wisconsin roots.
In 2025, Shopbop launched its first owned fashion labels, developed in response to sustained trend demand the existing assortment couldn't fully capture. Each label needed its own point of view, visual world, and brand story while translating cleanly back into the wider Shopbop ecosystem. I partnered with the head of product design to develop each label's identity, visual systems, logos, and product graphics, and to shape color and integration. First-year revenue expectations were beaten by several million dollars.
The second label answered a different obsession — Shopbop's top-selling items have always been dresses. Madelynn seeks to satisfy this customer subset with a rotating array of feminine, floral, patterned dressing rendered with real romance: garden-party and cottagecore sensibilities filtered through Southern warmth and New England polish.
The second label answered a different obsession — Shopbop's top-selling items have always been dresses. Madelynn seeks to satisfy this customer subset with a rotating array of feminine, floral, patterned dressing rendered with real romance: garden-party and cottagecore sensibilities filtered through Southern warmth and New England polish.
ROLE
Creative Direction, Brand Strategy, Product graphic design, Design Direction
ROLE
Creative Direction, Brand Strategy, Product graphic design, Design Direction
ROLE
Creative Direction, Brand Strategy, Product graphic design, Design Direction
ROLE
Creative Direction, Brand Strategy, Product graphic design, Design Direction
KEY COLLABORATORS
Kate Ceipulsh (Shopbop Head of Buying and Design)
Christina Pellegrini (Editorial Direction)
Stephnanie Roberson (Shopbop Chief Merchandising Officer)
KEY COLLABORATORS
Kate Ceipulsh (Shopbop Head of Buying and Design)
Christina Pellegrini (Editorial Direction)
Stephnanie Roberson (Shopbop Chief Merchandising Officer)
KEY COLLABORATORS
Kate Ceipulsh (Shopbop Head of Buying and Design)
Christina Pellegrini (Editorial Direction)
Stephnanie Roberson (Shopbop Chief Merchandising Officer)
KEY COLLABORATORS
Kate Ceipulsh (Shopbop Head of Buying and Design)
Christina Pellegrini (Editorial Direction)
Stephnanie Roberson (Shopbop Chief Merchandising Officer)
Get in touch…
Get in touch…
Get in touch…