MONTAGE MÄDELS

London, New York and LA

SCOPE

BRAND  +  PRINT  +  SOCIAL  +  WEB  +  MERCHANDISE

The Montage Mädels are an arts collective formed in response to the 2016 election that use collage to respond to world events in real time. For the Mädels, we compiled a complete brand identity as well as a desktop and mobile website (and awesome merch-clad storefront), social media graphics, business cards and related tangible products to spread brand awareness and give the group a professional edge.

 

THE PITCH

Goal

To create a punchy brand identity with contemporary-retro edge that echoes the foundation of collage practice. The brand visuals should pull directly from  the Mädels' own artwork and collage library, lending homage to their rough / imperfect cut-and-paste contemporary anti-aesthetic. 

Color

A balance of remixed toned-down millennial pinks and a harsh, unforgiving highlight will coalesce into a look that is decidedly feminine yet eye-catching and unique. Moreover, a bright, unexpected strong highlight mimics the ethos found in their collage work: one that is authoritative, confident, genderless and bold. 

Type 

A bold, didactic typeface will be crucial for a header font, while a sans-serif, no nonsense typeface could be utilized for the paragraph font to usher in a robotic, almost brand-less mass communication aesthetic. Touching on issues of technology and didactic messaging is a crucial component to the Mädels' branding wishlist as to underscore the urgencies and concerns that motivate their practice. 

 

THE DIG

PRODUCT

1/5

1/5

"When talking through our envisioned brand...

I noticed how quickly and effortlessly Kassi was able to sketch out visuals and pool fonts according to the project's particular needs. She struck a perfect balance between supportive and independently creative, and is also super well-read in the history of design!" 

- Lucy Byford of the Montage Mädels