emZED Monica Zanatta italian web and graphic designer in London

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McGeorge of Scotland

visual identity, Scotland

McGeorge of Scotland is an iconic brandin the history of Scottish cashmere, brought back to life in the last decade with a total restoration of the brand identity and several renewed seasons of production.

Under the initial artistic direction of Stefania Moro we decided to restore and digitize the historic logo, in order to enhance the continuity with its deep roots.

The color choice was boosted by the precious advice of Lia Luzzatto.

The new image of the brand combines characters of tradition and modernity in an informal and charismatic tone, true to itself. Authentic and simple like the innate elegance that doesn't need to show off.

The style has been maintained in all the works, both in terms of production and communication, focusing on lightness, clarity, coherence.

(In the photos also some shots of the recent stand at the Pitti Immagine Uomo fair, Florence 2020 and some models from the F/W 2021 Collection)

Historical logo restoration and digitalization

Year: 2014
Art Director: Stefania Moro
Colour consultant: Lia Luzzatto

Letterhead and visit cards

Year: 2018
A4/8x5,5 cm

Lookbook

Year: 2019
A5 format on coated paper

Catalog

Year: 2019
Consultant Carla Fiorito Sketches Sebastiano Feurra
A4 sheets for ring binder

Website

Year: 2019
Version 1 to 4 until June 2021

Labels

Year: 2016
Laser embroidered tissue + heavy paper

Portfolio websites and graphics - some works