Maddie BRAND Identity

As the Maddie brand strategy was being developed by Something Massive and apparel manufacturer KahnLucas, I was brought in to lead the brand identity development. We explored a range of designs that captured the confident, graceful and true blue spirit of the brand, ultimately landing on the one that's most authentic to Maddie Ziegler herself. 

Hand lettering by Ryan Lombardi

Maddie Color Palette

It took 5 rounds, dozens of iterations and over 100 sketches to land the Maddie logo. Here are a few sketches that inspired the final design.

With the identity designed, positioning developed and clothing line crafted, the Maddie brand was ready for launch. Today, you can see the full collection at Nordstrom stores and online or visit

Official 'Wear What Moves You' Video | Created by Something Massive

Snapshot from Instagram