MAE New York is a luxury womenswear collection offering a modern interpretation of 1960s glamour with a love of color and a focus on luxury construction and tailoring. Founded by Sarah Ettinger in 2020, MAE was born out of the need to to support and revitalize the historic New York garment district by creating small batch and made to order collections that highlight the tailoring and craftsmanship of the artisans of the district.

In full development, MAE wanted a new brand identity, more elegant and singular, in line with its values. The Chocolatier typography created by Milan Pleva​​​​​​​ was chosen for the logo. It offers a generous, refined design, with numerous variations and ligatures adding personality to the brand identity. To assert the brand's high-end positioning, I took inspiration from engraved luxury stationery to create a monogram as well as a series of patterns. A cross-stitch symbol was also designed to signify the brand's expertise. To make the brand identity more appealing — with references to the brand's retro inspirations — a warm, pop color palette was imagined, while a graphic system of frames and contours was implemented.