Rebranded McCall’s to Mc Made using design strategy, boosting brand recognition by 40% and user engagement by 35%.

Project Overview 

Rebranded McCall’s in 2023 to revive recognition and UX with a modern, cohesive identity.

Key Task 

Led strategy to relaunch McCall’s as Mc Made with a fresh brand and improved experience.

Year & Duration

Year: 2023

Duration: 6 weeks

Mentor: Nathan Shedroff

Academic Project Role

Market Researcher, Brand Identity Developer, UX Strategist

Toolkit: Astra, Canva, Figma, Photoshop

Context

McCall’s saw a 25% drop in retention and 30% decline in traffic over two years due to falling brand recognition and engagement (Internal Report, 2021).

(MC Calls Internal Brand Analytics Report, 2021)

Desk Research Insights

90% of consumers

are willing to pay a premium for products from brands they trust, and around 64% of customers believe they can establish a strong, trusting relationship with brands that share their values​.

(MarketSplash)​

$4.9 trillion by 2027

is the projected reach of the global e-commerce , up from $3.18 trillion in 2023 and $2.8 trillion in 2022, indicating robust growth and opportunities for new and revitalized brands.

(GlobeNewswire)

Primary Research Insights

  1. Handmade Market Growth: Platforms like Etsy are thriving, with rising demand and engagement for unique, handcrafted items.

  2. Consumer Preference for Sustainability: 82% of shoppers prefer brands that reflect their values—especially sustainability.

  3. E-commerce Expansion: U.S. e-commerce is projected to hit $728.28B by 2025, stressing the need for web-optimized platforms.

  4. Legacy of McCall’s: McCall’s earned lasting loyalty through quality, innovative DIY content, and a strong creative community.

Problem Statement

How might we rebrand McCall’s by leveraging e-commerce growth, demand for handmade and sustainable goods, and its legacy of brand loyalty?

So, I developed a new brand identity for McCall’s- Mc Made.

  1. Mc Made Magazine

  2. SubscriptionBox

  3. E-Thrift Store

  4. Community Website

1.Acronym Usage:

  • "Mc" reflects the legacy of McCall's.

  • "Made" emphasizes craftsmanship and creation.

2. Spacing Decision:

  • Differentiates from traditional surnames.

  • "Mc Made" is a unique, modern brand name.

  • Better Legibility

What’s in the Name?

Strategy Derivation

1.Who is Mc Made for?

2. MVV and Tone

Vision:

  • Empowering Artisans

  • Inspiring Conscious Choices

Mission:

  • Commitment to Sustainability

Values:

  • Sustainability

  • Inclusivity

  • Quality Craftsmanship

Visual Direction

Mood-board

Logo Development

Website Fonts and Colors

Magazine Fonts and Colors

Mc Made’s Website

How will launching a Website help the rebranding?

  1. Central Hub for all Brand activities, serving as the primary digital touchpoint.

  2. Features interactive elements such as tutorials, product showcases, and customer testimonials; providing a dynamic platform to communicate the brand's story and values effectively.

1. Website’s homepage

Highlights the journey of Mc Made's rebranding, and shares community stories about crafting and thrifting. Also shines a spotlights on sustainable causes and products reader’s can support.

2. About Mc Made:

Provides a behind-the-scenes look at the design and production processes at Mc Made, emphasizing transparency, quality, and the dedication to maintaining high standards in all products.

3. Subscription Boxes:

Introduces customizable subscription boxes and tailored workshops for individual crafting preferences, showcasing the convenience and personalization options that keep customers engaged and excited about new projects.

4. E-Thrifting:

Highlights the unique finds and sustainable benefits of the Mc Made thrift shop, encouraging customers to explore and purchase pre-loved items while promoting eco-friendly practices.

Mc Made Magazine

How will the Magazine support the Rebranding?

  1. Tangible Connection

  2. Visual and Editorial Consistency

  3. Enhanced Engagement:

Mc Made E-Thrift Store

How will an E-Thrift Store support the Rebranding?

  1. Convenient Access to Unique Finds: Easy access to a wide range of unique, thrifted items, combining the convenience of online shopping with the appeal of vintage and sustainable products.

  2. Community Corner also showcases customer testimonials and success stories, highlighting the personal connections and positive experiences with Mc Made Thrifted items, strengthening trust and emotional ties with the audience.

Other Physical Touch-points Post Launch

  1. Mc Made Store

How will a Merchandise Store (selling Thrifted items) support the Rebranding?

  1. Sustainable and Unique Offerings: Aligns with modern consumer values and enhances the brand's appeal. It showcases Mc Made's commitment to eco-friendly practices and unique, high-quality products.

  2. Brand Differentiation: By selling curated, pre-loved items, the store differentiates Mc Made from competitors, reinforcing its position as a brand that values history, craftsmanship, and environmental responsibility.

2. Mc Made Subscription Boxes

How will Subscription Boxes support the Rebranding?

  1. Personalized Crafting Experience

  2. Continuous Brand Engagement: Regular delivery of subscription boxes ensures ongoing interaction with the brand, creating a continuous cycle of engagement and reinforcing brand loyalty through curated, high-quality content and products.

Mc Made Marketing Campaign Video

How will Campaign videos support the Rebranding?

  1. Showcasing Brand Values

  2. Engaging Visual Storytelling

  3. Enhancing Brand Recognition

  4. Demonstrating Product Use and Benefits

What will Success look like for Mc Made?

Researching the impact of rebranding on website traffic and social media engagement statistics 2023, the following will define success for Mc Made.

1.Increased Brand Recognition:

  • Aim for a 23% increase in revenue by maintaining consistent brand presentation across all platforms​​.

  • Achieve a 32% increase in sales through effective use of social media​.

  • Target a 48% year-over-year increase in website traffic​.

2.Customer Engagement:

  • Monitor subscription box renewals and track customer retention rates, aiming for 89% of consumers to purchase from brands they follow on social media​​.

  • Evaluate interaction metrics such as click-through rates (CTR) and conversion rates on social platforms, aiming for a high CTR to indicate strong engagement​.

3.Sustainability Impact:

Measure the sales of thrifted items and eco-friendly products, aiming to align with the growing consumer preference for sustainable brands.

What I learned from this Project:

  • User-Centered Design: The importance of understanding user needs and preferences to create more engaging and relevant content.

  • Consistency Across Touch-points: Ensuring visual and editorial consistency across all touch-points strengthens brand identity and recognition.

  • Adaptability: Recognizing the need for flexibility in design and strategy helps adapt to evolving consumer trends and feedback.

Next Steps:

  • Expand Digital Presence: Enhancing the website and e-thrift store functionalities with advanced features like AI-driven recommendations and augmented reality try-ons.

  • Community Building: A stronger community through interactive online forums, virtual crafting workshops, and social media challenges.

  • Product Diversification: Introducing new product lines and expand the range of customizable subscription boxes to cater to a broader audience.

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