It is this reflection on McQueens’ evolution that inspired the journey to develop a new visual identity representative of such a multidisciplined company. Working alongside international branding agency, Made Thought
we have collaborated to create an exciting new visual expression of the brand - notably through a new website
and a reimagined expression for our living wordmark - inspired by the beauty of floral symmetry. Additionally, we have commissioned an extraordinary series of photographic artworks by Oli Douglas
that capture the exquisite anemone. Rooted in the company’s core values, the symbolic flower is a favourite of McQueens' founder, Kally Ellis - the insignia can now be found delicately coursing through the McQueens identity as a homage to its beginnings.