Maisonette is an online marketplace helping grown-ups shop for kids. Founded in 2016, they quickly became known as a stylish destination for luxe kid’s clothing, with an edited selection and elevated aesthetic.

In 2021, Maisonette needed a new story to reflect their evolved offering and future ambitions. More than clothing, Maisonette is everything for kids, for all ages, and all styles. And their curated approach means products are trustworthy, not necessarily expensive—Maisonette’s team sources quality and style at every price. We worked closely with Maisonette to tell this new story across all parts of the brand. 

Our work spanned a refreshed and expanded brand identity, tone of voice, photo direction, and brand guidelines. We also brought the brand to life through animated and live action campaigns for connected tv and social.

Maisonette Team: Sylvana Durrett, Luisana Mendoza de Roccia, Amanda Tolleson, Jessica Sailer, Phoebe de Croisset, Liliana Palau, Min Hee Lee, Cori Howarth, Sydney Seligman, Natalie Rojas, Campbell Millar

Illustration: Karl-Joel Larsson, Bill Rebholz, Jessie Wong

Animation: Kendall Rumph

Maisonette is the magic of the world of kids, but speaking to adults who shop for them. We expanded the visual world to reflect all kids and all families, while maintaining the creativity and artfulness at the core of the brand.

Building off of Maisonette's original identity by Lotta Nieminen, we refreshed the logo and type system to help the identity in digital applications. The brand’s original “doodle” becomes a starting point for a new world of patterns, colors, handwriting, and illustrations. The refreshed identity is simple and cohesive, but allows for endless variety.

We also brought the brand to life through video. To communicate Maisonette’s breadth of categories, real kids describe the things they want, from the essential, to the super specific, to the fun and fantastical. No matter what they want, it’s at Maisonette. 

The 30 second and 15 second spots aired on connected TV, with additional edits for social.

Director: Tina Tyrell
DP: Brett Milspaw
Production: Wildcat

In an animated video, we introduce Maisonette and communicate the core elements of Maisonette’s brand story. Maisonette is here to help grown-ups shop for kids—all ages, in all categories, and at all prices—with standards you can trust. The 30 second and 15 second spots aired on connected TV, with additional edits for social.

Watch on YouTube here:

Animation: Kendall Rumph
Illustration: Jessie Wong
Sound and Music: Peter Murray

Brand Identity
Language and Copywriting
Brand Photography Direction
Illustration, Pattern, and Motion Toolkit
Brand Guidelines
Performance Videos and Social Campaigns

What we did