Girlfriend Collective
Girlfriend Collective needed to pivot to meet a consumer base who had matured. We came on board to sharpen and elevate the brand with a new strategic platform, tone of voice, and identity.
We developed a modern, confident brand identity.
Our Collaboration
The new brand identiy evolves the company beyond a purely sustainability-led narrative into a more confident, culturally fluent fashion presence. A cohesive visual and verbal system translates values of responsibility, inclusivity, and transparency into product storytelling and digital commerce.
A Strategy of Creative Possibility
Imagination, play, and self-expression replace sustainability as the sole brand differentiator — energizing a new, fashion-forward audience while preserving trust, inclusivity, and integrity.
Brand Design Moving Beyond Athleisure
An expressive, fashion-forward logo moves the brand past traditional athleisure cues. DIY culture and pop references convey play, experimentation, and imperfection through color and graphic expression. A flexible visual system maintains coherence and a distinct point of view across digital, social, and physical touchpoints.
Brand Evolution
The redesigned site reintroduces the brand with a more refined visual language, replacing brighter, juvenile elements while preserving its optimism through thoughtful art direction and accessible writing and imagery.
Product Clarity at Scale
The site presents a wide product offering with clear hierarchies, cross-linking, and flexible PDP tools that support multiple colorways, sizes, and set-building without overwhelming the user.
Depth of Information
Product, brand, and fabric information is layered throughout the site, allowing users to engage at varying levels while offering transparency into materials, values, and the brand’s evolution.
Studio & Marie is an evolution of Hugo & Marie, founded in 2008.
Work With Us
