Proud to Present: a bright and bold brand for Maddy Lou

When we first spoke to Sharon at Maddy Lou about the possibility of creating the brand for her new business, she told us she had designed a range of shoes. Pretty cool, I thought. But once we got talking, we soon realised her business is about so much than fashion - it has a clear purpose at it’s core; to empower women - and, by extension, help the people around them to thrive. Maddy Lou is a positive brand; one with an energetic spirit that sparks something within those it touches and inspires others to live in a more kind and conscious way.

Maddy Lou’s signature product is a classic court shoe, customisable with heel covers which can be swapped at a moments’ notice to instantly update the look, and offer women a wardrobes’ worth of different looks from just one shoe. Not only does this allow women to have fun with their style, but to do so in a sustainable way – it’s far more affordable and so much less wasteful than buying multiple pairs of shoes. It's Sharon’s firm belief that we should buy less, but buy well - and this product is the embodiment of doing just that, without compromising on the ability to have fun with fashion. The heel covers themselves boast bright, original designs that add colour, vibrancy and life to a woman’s outfit, enabling her to stand taller, be more confident and to feel her best.

The product, though, is secondary to the brand’s aim to give back. A percentage of profits from each sale will be donated directly to Charity:Water, helping less fortunate women to achieve financial freedom. Working in a way which is ethical, which supports small businesses and enables those around her to flourish is at the heart of what the Maddy Lou brand stands for. When women buy from Maddy Lou, they don’t just buy a pair of shoes. They buy membership to a community of brilliant people united by a desire to lift each other up. And isn't that just the most thrilling proposition?

Colour psychology season personality

The seasons which best represent Maddy Lou are Autumn and Spring. Autumnal personalities are passionate, dedicated and driven people – they’re ambitious, hard working and they get things done! They’ve a strong moral compass and integrity is hugely important to them. They loathe injustice and will always champion the underdog, or anyone at all who needs to have their voice heard.

Spring personalities are big characters. Full of energy, expression and fun, they are brilliant at generating excitement – and their zest for life and passion for people means they are excellent at gathering people together and sharing ideas. Never ones to overcomplicate anything, Spring personalities love simplicity. They’re forward thinking, trend aware and keep their finger very firmly on the pulse. They’re positive, motivating and love to see others thrive. They are vibrant, fun and upbeat, with an energy that is utterly contagious.

The brand

We’ve balanced a sense of joy, empowerment and energy with a need for substance and sophistication, which we’ve achieved with punchy colours, fun shapes and distinctive typography. This brand is a real departure from our usual style, which presents a fun challenge! Bright, bold and completely unexpected, there’s a strength to this brand which really commands attention. The striking silhouette of the primary logo is softened by a rainbow-inspired colour palette, adding vibrancy and positivity to an incredibly strong shape.

Brand photography is bright, energetic and yet with an underlying sense of strength, which really echoes what this very special brand is all about. Patterns, too, are bold and unexpected - abstract shapes and bright colour collide for something which is distinctive and beautiful.

Sharon will be releasing the Maddy Lou brand out into the wild in the coming weeks and we cannot WAIT to see it out there! Follow her journey on instagram right here.