Luxury Retail Designer Brand Identity: Madsen + Ales
Madsen + Ales
Brand Identity • Logo Design
Madsen + Ales is a luxury retail designer in Scottsdale, Arizona, specializing in diamond-level resorts, golf clubs, and high-end boutiques. I collaborated closely with the client to craft a sophisticated, clean, and modern branding system that reflects their high-end clientele and personal story. The deliverables included a primary logo, submarks, a refined color palette, and a comprehensive brand guidelines document, ensuring consistency across platforms and materials.
The branding process began with a strong emphasis on sophistication and personalization. The client provided a thoughtfully curated color palette that aligned with her refined aesthetic, serving as the foundation for the design. This personal touch extended to the logo design, where the name "Madsen + Ales" represents the client and her mother. To reflect this connection, we combined a hand-drawn script with a modern sans-serif font, symbolizing the blend of personal warmth and contemporary luxury.
The resulting primary logo balances these contrasting elements, offering a visual representation of the client's roots and her professional approach. A submark featuring the initials further extends the brand’s versatility, adding sophistication while catering to various applications.
A detailed brand guidelines document was created to ensure consistency, outlining the use of logos, the expanded color palette, and other design elements. These assets were then applied to update the client’s website, seamlessly translating the branding into digital touchpoints.
By combining a rich personal narrative with clean, modern design principles, the Madsen + Ales branding system captures both the luxury and authenticity required to appeal to high-end audiences while remaining true to the client’s vision.
