Emma N. Gaedje

‘23 Holiday
Sweatshirt

The Challenge: Re-invent the creative agency, Madwell, as a Lodge to mark the teams return to office culture post-covid.
The Solution: An illustrated world filled with easter eggs from Brooklyn and Denver, Madwell’s offices.
The Impact: 15-+ happy Madwellians, decked out in cozy swag just in time for winter.

Each year, Madwell takes a beat to reinvent itself as a new conglomerate. The creative agency has morphed into a landscaping business, an auto shop, even a pet transportation service. To celebrate our return to office in 2023, we formed Madwell Lodge, an all inclusive travel experience for all creatives coming and going. A sweatshirt, brochure, postcards, and a custom shipping box brought the experience to the hands of Madwellians.

I contributed to this project at different stages, collaborating closely with Katie Spak, who provided the original illustrations. Using her individual assets, I customized MW Lodge postcards, incorporating additional flourishes to enhance each scene. Beginning with Spak's illustrations as a foundation, I expanded upon them with further embellishments to add depth and vibrancy. Additionally, I took charge of designing the Lodge brochure, meticulously detailing the unique experience it offers. This involved reformatting the illustrations to seamlessly integrate with the tri-fold layout, ensuring a cohesive visual narrative paired with complementary typography.