People & Purpose
A purveyor of high-end, hand-knotted, exquisitely beautiful rugs, Madison Lily amplifies artistry in textiles. Founded and led by artist Edgar Podzemny, the niche retailer has blossomed from a small shop in Austin into a world-class showroom and destination in Houston’s Galleria area. To meet national demand for their luxurious product, they engaged us to rebuild their e-commerce experience. This included evolving and deepening their existing brand to ensure a unified, elevated presence from signage to story upon relaunch.
Services
- Brand Strategy
- Verbal Identity
- Visual Identity
- Writing
- Website Design
- Print System
- Presentation Materials
- Signage
- Brand Guidelines
- Campaign Development
Partners
- Kudos NYC
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The brand had beautiful bones but lacked the feeling of warmth and heart that characterize Edgar and his team. Materials were anchored by a resonant tagline—Woven, together—which the Madison Lily team loved (and we agreed), but no one was quite sure how to talk about it—little language existed to tell their full story. Also missing was an emphasis on what distinguishes Madison Lily in their industry—Edgar himself, who is a talented, mixed-media studio artist.
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Because Madison Lily is an artist-led endeavor—one of only a handful in the world working this way—they have full in-house control of their creative product and offer truly boutique, one-of-a-kind pieces that Edgar designs and directs from first sketch to final thread.
Whether he’s using a rug as a canvas onto which he translates his own studio art, curating cherry-picked one-offs that he creatively re-manipulates, or collaborating with fellow design luminaries on a collection (Marie Flanigan, Benjamin Johnston), every item in his showroom carries Edgar’s distinctive fingerprint. Simply put: you won’t find these rugs anywhere else.
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Madison Lily’s values inspire their voice: elegant and editorial, with warmth—working to articulate their edge without losing their humility.
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The refreshed identity elaborates both visually and verbally on the idea of Woven, together, surfaces the spirit of artistry at the heart of the brand, and imbues style with warmth to evoke the easy hospitality of their service and showroom experience.
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To maintain the brand’s contemporary edge, subtle visual shifts were applied to the logo. The new customized typeface (Epilogue) is memorably warmer and less technical than the original (Din), which is now in widespread use—we wanted something special for Edgar. Clean and well-proportioned, the original monogram stands beautifully on its own, with tweaks to its lineweight to match Epilogue. The tension between the monogram and wordmark when pulled apart vs. paired together creates visual interest across the expanded system, and the newly balanced wordmark as a standalone element is easier to apply.
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A tapestry of type, color, art, and story, the fresh brand system for Madison Lily celebrates and reinvigorates their product and experience.
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The Madison Lily showroom is like walking through a gallery. For those who cannot wander through their gorgeous space, the new website aims to evoke its digital equivalent—airy, accommodating, and richly textured. Art, unfurled.
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