Crafting an Iconic Brand Ready for Industry Takeover
With the ambition of revolutionising the luxury fashion industry and addressing challenges of excess inventory and brand exclusivity, MILE embarked on establishing a distinctive brand identity. Backed by investments from LVMH Luxury Ventures, the Hermès family, Stefano Rosso, Burberry CIO Giorgio Bellini, MSCHF Co-Founder Dan Greenberg, and Jing Daily Founder Larry Warsh, among others, we crafted a brand that appeals to Gen-Z demographics and showcases a diverse range of fashion brands, from streetwear to high-end luxury like Off-White, Prada, and Brunello Cucinelli. Our project included designing a lead-generation focused website that seamlessly converts into an e-commerce store based on available collections. We developed this identity through rigorous competition analysis and direct collaboration with founders Joe Wilkinson and Mario Maher, ensuring it reflected MILE’s innovativity and market positioning. It is important to note this project was completed by our Founder, Caspian Reynolds, during his time at HEAT and was not completed by Bycasp.
The project had several challenges, primarily in developing a brand identity that resonated with diverse demographics, brands, and product categories. Balancing playfulness with sophistication was crucial to maintaining exclusivity without appearing overly commercial or misleading. Additionally, creating a visually captivating and user-friendly website posed challenges in ensuring clear user flows and accessibility. The website needed to instantly convey MILE’s unique value proposition and encourage users to download the app.
To overcome these challenges, we conducted in-depth market research and competitive analysis to effectively develop the brand identity, ensuring it visually appealed to various demographics while maintaining exclusivity. Collaborating closely with founders Joe Wilkinson and Mario Maher, we refined the brand’s tone and visual elements to strike the right balance of sophistication and appeal. Across the website, we focused on creating an engaging design with intuitive user flows, using clear navigation and compelling visuals to communicate MILE’s brand essence effectively. Integrating lead-generation strategies and adaptable e-commerce functionalities, we ensured the website could seamlessly transition to an e-commerce platform as collections became available, future-proofing the website with additional functionalities.
The MILE project resulted in an iconically robust visual identity and versatile MILE wordmark. This identity transcends specific industry norms, pricing tiers, and demographic boundaries. We’re extremely impressed with how the website not only effectively captures MILE’s essence but also serves as a dynamic platform that prepares users for a comprehensive e-commerce experience. With strong foundations in brand strategy and digital design, MILE is well-positioned to revolutionise the luxury fashion market, offering a seamless journey from discovery to purchase for its diverse audience.
