Apparel manufacturer Kahn Lucas collaborated with dancer and Gen Z influencer Maddie Ziegler to launch her debut lifestyle sportswear brand, Maddie. The Kahn Lucas internal creative team worked alongside several industry leaders to bring this vision to life. As part of the team, we helped shape the brand’s identity, ensuring it resonated with Maddie’s audience while reflecting her unique style and energy.

SUMMARY

CREATIVE LEAD

ROLE

ART DIRECTION
DIGITAL DESIGN
PACKAGING DESIGN
PARTNER AGENCY LIAISON

INPUT

KAHN LUCAS
SOMETHING MASSIVE
SOMETHING DIGITAL

PARTNERS

THE RECGONITION

MaddieStyle, winner of two Shorty Awards and a Telly Award for digital strategy and brand content.

Zero to 600K in less 2 years?
What a glow-up!

THE CHALLENGE

How can we launch a brand that captures the confidence and creativity of Gen Z tweens while earning the trust and approval of their parents, ensuring it resonates with both audiences in an authentic and accessible way?

Building the brand

Our first task was to develop Maddie’s brand identity, focusing on a confident, inclusive, and attainable voice that resonated with the Gen Z demographic. For the visual identity, we aimed for a “tom-girly” and “girl-power” aesthetic, avoiding traditional pinks and purples. Instead, we selected a vibrant, saturated blue-green palette balanced with grounding neutrals. These elements were then applied across the website UI, icons, graphics, packaging, and social media platforms, creating a cohesive and engaging brand presence.

“There’s a gap between kids and adult clothes. When I set out to create Maddie, I wanted to design clothes for girls just like me. It’s all about comfort and style.”

Identity

Iconography

Selection of Brand Videos

BEHIND THE SCENES
LAUNCH TEASER
SOPHOMORE COLLECTION

Selection of Photography

LIFESTYLE
SOCIAL MEDIA
E-COMMERCE

The Coveteur Activation

VIDEO
PHOTOGRAPHY

Selection of Packaging & Digital Assets

BELLYBANDS
HANGTAGS
BANNERS
EMAILS

Summary of
E-commerce Experience

The site's goal was twofold: to engage minors as the initial touchpoint and convert their guardians into purchasers. The team optimized conversions by incorporating appealing features while ensuring compliance with legal requirements.

IA MAPPING
TAXONOMY
SPECS
PDP
THE CART
ACCOUNT

IA Mapping + Taxonomy

After market research and discussions with brand and product teams, we refined the site structure for this high-visibility project. Prioritizing ease of navigation and Google indexing, we optimized taxonomies, internal links, navigation, and breadcrumbs.

Functional Specs

We developed functional specifications with a focus on integrating multiple age verification checkpoints. To comply with legal regulations, we ensured accessibility for Maddie's fan base while preventing email collection from minors under 13. Age verification was subtly implemented in the newsletter sign-up pop-up and on product detail pages.

Product Detail Page

The Cart

The goal was to design a system that allowed kids to shop easily while enabling guardians to complete purchases. After confirming users met legal requirements through age verification, we introduced a share chat feature.

By tapping “Text,” users could send a unique, trackable URL linking to their shopping bag via their mobile device. This URL facilitated easy sharing and enabled conversion tracking through Google Analytics.

To validate the feature, we conducted in-person focus groups with tweens and their guardians. Tweens added items to their shopping bags, completed age verification, and shared their selections with guardians, who reviewed and completed purchases.

Takeaway: The focus groups confirmed the share feature was intuitive and effective.