Women’s clothing brand Milly has hit refresh on their visual identity and they’re making Instagram a central part of their brand narrative.

Women’s clothing brand Milly has hit refresh on their visual identity and they’re making Instagram a central part of their brand narrative. Instead of taking the traditional route and redesigning their logo to evolve the brand, Milly created “an arsenal of 400 images” for Instagram that are meant to pop on viewers’ feeds and shows their “evolving personality.” Instagram has proven to “powerful tool for an industry that sells aspiration and desire as well as it does skirts and blouses,” and serves as a way for consumers to discover brands and experience their overall look and feel. (Fast Company)