Milk, creating an iconic anti-brand
MILK. A fashion empire that began in 1998 as a high-end photography studio that has since evolved into a content-based creative company. Headquartered in New York City’s Meatpacking District with an outpost in Los Angeles, MILK enables the industry’s most visionary talent and innovative brands. Over nearly two decades in working with MILK, we constantly worked to stress their core ideas of creativity, community, hospitality, and the embodiment of downtown cool without ever once mentioning “space for rent."
Geoff Cook, Partner
Min Lew, PartnerThe MILK ad campaigns were always about the creative content that was produced there, never the space or services.
Geoff Cook, PartnerFor locations, we strived to appeal to the location teams, a community with a very different vibe than the refined world of fashion. Here, we heavily referenced street, tattoos, and heavy metal.
Arno Baudin, Design DirectorThe visual identity for MILK’s digital mixes fashion feeling and digital / tech abbreviation of the name.
Arno Baudin, Design DirectorAnyone who knows MILK’s Gallery and its row of iconic, pivoting glass doors will quickly understand this logo.
Min Lew, PartnerFor LEGS, a multimedia content team, we developed a modular logo as creative as the studio itself.
Min Lew, PartnerFashion, music, photography and art are always evolving. Milk Made’s imperfect, ever-changing logo embodies this.
Our overarching objective since day one was to create an identity that was incredibly iconic with a logo that functioned as a symbol more than a word. In early applications, we always used the translucent logo; a reference to light and photography.