Balmain

As part of my Global Masters for Luxury Business Professionals program at Istituto Marangoni and POLIMI Graduate School of Management, we were challenged by Balmain to refine the brand book and identity while maintaining the brand’s heritage and luxury appeal.

This project focused on redefining Balmain’s visual identity, communication strategy, and consumer engagement, blending the house’s couture legacy with bold innovation to resonate with today’s fashion-forward, digitally engaged audiences.

We began with an in-depth brand analysis to identify core values: empowerment, inclusivity, artistry, cultural relevance, and bold self-expression, and to understand the house’s DNA. Our strategic outset became:
“Empower Bold Tastemakers Kindness” — a positioning rooted in Balmain’s mission to empower, its product segment meeting the existing consumer, and its brand equity around kindness.

From there, we developed an updated purpose, mission, vision, and brand expression, alongside a redefined target audience: high-income individuals seeking identity-driven, sustainable luxury. Visually, the project introduced refined logos, monograms, and aesthetic codes that harmonize heritage craftsmanship with modern aesthetics.

The retail strategy proposed transforming boutiques into immersive spaces, fusing physical luxury with digital storytelling to create emotionally resonant experiences. We also enhanced packaging and storytelling, incorporating QR codes and NFC links to connect consumers more deeply with the brand’s values and heritage.

This project challenged us to balance legacy and modernity – and gave us the creative space to imagine what the future of Balmain could look like. The entire project was completed in just four weeks, fully remotely, as we were spread across Canada, Scandinavia, and Italy.

Presented is a selection of proposed statements, mockups, and moodboards. Please note that all photos are sourced from other existing brands, campaigns and editorials and intended to visualise the concept – not final artworks.

Team:
Madeleine Lithvall, Camilla Serafini, Henrik Campos Moe, Mélissandre Marzari, Kristel Homsi