Maison Ullens

Brand Strategy / Design / Ecommerce Strategy / Platform Development / Retained Services / Shopify Plus / User Experience

Maison Ullens

Function Meets Luxury for the Belgian Knitwear Brand

When we partnered with Maison Ullens we knew that we wanted to highlight the ingenuity and Belgian spirit of the ready to wear line as we positioned them for their e-commerce launch to market.

Maison Ullens

About the Brand

Maison Ullens was founded in 2009 by Myriam Ullens. Myriam, a world traveler, philanthropist, and entrepreneur, wanted to create clothing that made her feel confident and comfortable anywhere in the world.

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We took the brand’s physical aesthetic as seen in their brick and mortar stores in Paris to inform the design and direction of their digital world, with a cohesive brand experience remaining top of mind.

Visual Brand Guidelines

Before we dove into the brand identity, we used the brand's ethos to develop the tone of voice and mission and vision. We played off of the Maison Ullens logo, which was inspired by a decorative border found in a mosaic of the Nine Muses on the Greek island of Kos. We provided an updated guideline that outlined the codes, principles, voice, and copy guidelines that reflected a brand that celebrates art, beauty, style, and culture throughout the world.


We incorporated elements of vertical navigation, with overlapping words and stacked imagery, to created an intuitive scrolling effect for users. We preserved a clean and minimal site design aesthetic to complement the brand’s luxurious feel.

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