Maia London - Brand Refresh
Client:Maia London
Location: UK
Services: Creative direction, brand refresh, campaign production, e-commerce content, digital strategy
The Brief
Maia - a luxury fashion brand blending contemporary UK design with the beautiful craftsmanship of their partner atelier in India approached SALAD at a pivotal moment in their evolution.
With a growing customer base and collections defined by exquisite detailing, Maia wanted to refine their identity, elevate their positioning and launch a cohesive brand world that matched the quality of their work.
The objective:
- Reposition Maia within the luxury occasionwear space
- Create compelling visual content
- Deliver a brand experience that felt modern, premium and international
Our Role
SALAD led Maia through a holistic brand refresh, shaping the creative direction and visual identity that would define this next chapter.
Our work included:
- Brand Refresh & Positioning: refining Maia's luxury narrative and elevating the tone, visuals and brand experience.
- Campaign Production: end-to-end creative direction for launch campaign imagery, capturing the craftsmanship and modern femininity at the heart of the brand.
- E-Commerce Content: a full suite of on-model and still-life photography to anchor the new product journey online.
- Digital Strategy Support: preparing assets and narrative for the brand’s digital relaunch.
- Website Art Direction: collaborating closely with designer Ash Lennie, ensuring the new website reflected the refined luxury aesthetic and supported strong storytelling.
This was a deeply collaborative journey - bridging London’s contemporary fashion sensibility with India’s exceptional artisanal tradition with a Scotland based creative team.
The Experience
Working across collection samples, moodboards and reference worlds, we crafted a visual narrative that celebrated:
- Precise tailoring,
- Intricate hand-embellishment,
- Rich fabrication,
- Maia’s unique fusion of British modernity and Indian craft.
The shoot delivered a cohesive set of elevated imagery - hero campaign assets, product-focused e-commerce content, detail shots, and portraiture. All designed to bring Maia’s refined modern elegance to life across every touchpoint.
The Result
The refreshed brand world launched with the debut of Maia’s new website - a beautifully built digital space that finally reflects the craftsmanship, refinement and luxury at the core of the label.
The campaign and e-commerce imagery established a new visual foundation for the brand, supporting:
- A strengthened luxury positioning,
- Improved customer experience,
- A cohesive set of assets for press, social and marketing,
- A compelling creative identity for future collections.
Why It Mattered
For a brand defined by exceptional craft, a strong visual world is everything.
This project allowed Maia to step confidently into a new era - one where their storytelling, digital presence and product imagery finally align with the quality of their garments.
From atelier to audience, the result is a luxury brand experience that feels timeless, modern and unmistakably Maia.
