Karen Millen
Revitalising a fashion house’s image with cohesive brand expression and high-profile campaigns.
About the project
Client:
Karen Millen
Sector:
Fashion
What I designed:
• Brand guidelines
• Brand expression
• Printed communications
• Advertising
• Campaign materials
• Packaging
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Karen Millen is a well-established international fashion brand known for its tailored, feminine style. After 30 years under a legacy identity, the brand sought to refresh its image to better connect with a modern global audience.
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To translate a new brand strategy into a visual and verbal identity that felt confident, current, and sophisticated—spanning print, packaging, advertising, and digital.
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Working under the strategic direction of October Sun’s Managing Director, I developed the brand expression and wrote the new guidelines. I redesigned their corporate stationery, packaging, tags, and expanded the system to advertising and seasonal campaigns—including work featuring photography by David Bailey, used in major publications and outdoor placements worldwide.
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The brand refresh aligned Karen Millen’s image with its aspirational positioning—ensuring consistency across customer touchpoints and revitalising perception in fashion and retail markets globally.
A word from a former employer
“Jenny can take an idea and make it better; she can turn a brief into something startling, has a lovely aesthetic and is bright and articulate. Technically Jenny is brilliant and so can work from idea to implementation through to the most complex artwork. She is the complete package and would be a huge asset to any organisation and I highly recommend her.”