Signature Five

Signature Five



With a background in working for Dior, Harrods, Burberry and House of Fraser, it was no surprise when Monika Mueller decided to start working as a stylist. After having her son, finding herself living in Switzerland, she saw an opportunity to help other mothers have self confidence through the way they dress. As a fan of a capsule wardrobe, Monika approached us with a brand name - Signature Five - and a clear vision of the chic, feminine and modern brand that she wanted to have.

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Monika had done her homework when it came to the market place, and while there were other stylists in the area, few had a contemporary of fresh image, and in general most competitors were out of touch with use of social media, and even demonstrating the style they were talking about. With the understandable sensitivity around showing clients’ before and after pictures discussed, Monika instead decided to keep her client sessions private, instead sharing her styling tips and approach through blog posts, social media and the imagery and aesthetic of her website.

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We discussed the audience she would serve - exclusively women, either those suffering low confidence in their image after having a baby, or simply those that had not yet discovered the power of the right outfit.


As you would expect from a fashion professional, Monika had a very clear idea of the aesthetic she wanted, and so we created a moodpboard with a chic, feminine feel for the brand. As usual we shared 3 concept routes around the brand name, and Monika opted for the concept in which the word ‘Signature’ looked like an actual signature.

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We created a palette of soft shades to be used alongside plenty of white space to create an elegant and paired back aesthetic.

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Early in the process, Monika had shared her passion for fashion illustrations, and that she would love her own set of bespoke illustrations to express her own style, and become an integral part of her brand identity. I loved the direction, and we looked at several illustrators together, in the end deciding for me to dust off my own sketchpad. At this point, I completely got Monika’s vision, and as a huge fan of fashion illustration myself, I had some experience with watercolour and ink sketches.


The sketches where digitised and tidied up, with some colour experiments, until we got to the final look for each illustration.



As the main shop window for her business, having a sleek, beautiful website was key for Monika. We developed a fully responsive Wordpress website with parallax scrolling, load on scroll and expandable sections within one page for a smooth user journey, with plenty of visual opportunity for showing the brand’s aesthetic, with out overloading with imagery.

View the site yourself at


We also helped Monika create a range of printed goods, including business cards in the brand’s two primary colour ways, gift cards, thank you notes for client sessions and posters to promote the styling services.