MAE New York is a luxury womenswear brand offering a contemporary take on 1960s glamour, marked by a bold use of color and an emphasis on high-end construction and tailoring. Founded by Sarah Ettinger in 2020, MAE emerged from a desire to support and breathe new life into New York City’s historic Garment District. The brand champions small-batch, made-to-order collections that showcase the exceptional craftsmanship and artisanal heritage of the district’s skilled makers.

In a phase of active growth and development, MAE sought a renewed visual identity—one that would reflect its refined aesthetic, unique personality, and commitment to quality. The logotype was created using Chocolatier, a typeface by Milan Pleva, chosen for its elegant and generous curves, rich with ligatures and stylistic alternates. This typographic choice brings both sophistication and distinctiveness to the brand, aligning with its couture sensibility.

To reinforce MAE’s luxury positioning, I drew inspiration from the world of engraved fine stationery to design a custom monogram and a series of graphic patterns. These elements add depth and structure to the visual system, evoking the tactile beauty and precision of traditional craftsmanship. A symbolic cross-stitch motif was also developed—an homage to the brand’s dedication to tailoring and its deep connection to the artisanal practices of the Garment District.

To reflect MAE’s vintage inspirations while keeping the identity vibrant and current, a warm and joyful color palette was introduced. Drawing from retro tones but modernized for today’s audience, this palette adds emotional resonance and visual warmth. A modular graphic system based on frames and borders further structures the brand language, providing versatility across packaging, digital, and editorial applications.

Together, these elements form a cohesive and expressive identity system that celebrates MAE’s roots in New York craftsmanship, its passion for timeless fashion, and its vision for luxury that is bold, tailored, and unmistakably personal.