NASTY GAL

IDENTITY

MOTHER DESIGN, 2016

PROJECT DESCRIPTION

Nasty Gal came to us at a pinnacle of its existence: the brand had become the fastest growing e-commerce company in history; its founder, Sophia Amoruso, had charted on the New York Times bestseller list for 14 consecutive weeks with her opus Girlboss; and the brand had amassed legions of young women that lived and breathed the Nasty Gal look.

But in the midst of this rapid success, Nasty Gal found itself with a lack of unified vision, positioning and visual identity system. With sales through the roof and the company growing faster than ever, we took a step back and recreated the brand’s foundation, with its key stakeholders, retail stores and consumers hand-in hand. We created the brand’s new positioning, standing for ”the girl in progress” which inspired a new secondary logo mark and brand book creation to help guide the company in all efforts moving forward.

CREDITS

CREATIVE DIRECTION

Michael Ian Kaye

ART DIRECTION

Mark Aver, Daniel Söderstedt

DESIGN

Naomi Abel, Alizee Freudenthal,

Therese Ottem, Matthew Wenger