La Fée Maraboutée • 2023

La Fée Maraboutée
Operational lightweight brand system

Operational elegance

A lightweight brand system bringing coherence, elegance, and operational clarity to a fashion brand with strong values and scattered rules.

Overview

La Fée Maraboutée had a strong brand, desirable products, and clear values, but its identity rules were scattered across teams, documents, and channels. What began as a request for guidelines became a compact brand refresh: a digitally oriented styleguide and creative direction system designed to make the brand easier to express, maintain, and deploy.

I clarified the identity through practical rules, templates, visual expressions, typography, colour systems, iconography, e-commerce applications, social formats, catalogue principles, and presentation assets. The result was a lightweight operational system — elegant, flexible, and realistic for the organisation to use across digital, retail, advertising, social, print, and internal communication.

Role

Creative Director, Brand System Lead, Digital Identity Lead

Disciplines

Brand Refresh, Art Direction, Styleguide Design, Digital Brand Guidelines, Visual Language, E-commerce Expression, Media Templates, Catalogue Principles, Brand Governance

fig. A compact styleguide designed for real use: logo rules, colour systems, typography, layout principles, iconography, templates, and digital applications brought into one shared operating document.

Digital & UI

The digital applications translated the refreshed identity into practical e-commerce patterns: homepage modules, listing pages, content pages, newsletters, and campaign formats.

Templates & Material

The typography and template rules gave the brand a clearer voice across everyday materials — from presentations and internal documents to catalogues, social posts, and e-commerce content.

Social Media

The social and campaign templates turned the brand’s creative direction into repeatable formats, helping teams move faster without losing visual coherence.

Brand Governance

The system was intentionally lightweight: enough rules to protect the brand, enough flexibility for teams to keep producing without depending on constant creative supervision.