KBDA leveraged the existing logo and expanded the visual vocabulary of the Lily McNeal identity to capture the personality of the label and its designer. By incorporating a list of evocative, quirky words and phrases, the new look and feel captures the designer’s particular inspiration for each season’s line and connects the customer to the designer in a more personal way. Smaller details in the design such as distressed typography and an embossed “stitching” element reference the tactile quality of the sweater line. The new look and feel extended to the product hang tags, clothing labels, business cards and marketing collateral.