It’s launch week for The Midwest Girl and I could not be more honored that these girls reached out to me about their redesign. I’ve had a business crush on them for a while (if you haven’t seen their shop in an amazing old building in Dubuque, IA, you’re missing out) and Marah and Marissa are so genuine and DRIVEN – it was such a pleasure working with them.

They sent me inspo for what they were thinking – they had always kind of DIYed their brand until now, and it was the perfect time for a relaunch. They wanted to take it back to their roots, honor tradition and keep that Midwest feel that so many women have grown to love about their stuff.

It went from moodboard…

To graphic files of their logos, with lots and lots of alternative logos that they could use on apparel…

To ideas of how they could use their branding…

To actual products with the designs on them…

Seeing it all come to life on launch day is one of the most fulfilling parts of being a designer, especially when clients use their logos in signage, on apparel or in some sort of tangible piece you can hold in your hands.

I’m excited to shop the new Midwest Girl in person – a day trip to Dubuque is definitely in order!

You can shop their goods here or hop over to their Instagram to see it in action too!

What’s your favorite piece from the new collection? Share below!