modern take." She added, "We want new, powerful branding that is as identifiable, confident yet playful as the Lilly brand is today." Founded in the preppy paradise of Palm Beach, the fashion brand holds a storied place in American resort wear.

Known for its signature prints and effervescent color palette, the brand has consistently encapsulated the spirit of leisure and luxury. As the brand celebrates its 65th year, there is a compelling need to reflect on its journey and adapt to the shifting landscape of fashion and consumer tastes.

Michelle Kelly, CEO of Lilly Pulitzer , who has been with the company for nearly two decades, says, "It felt like the right time to revisit how we present ourselves to the world," she continues, "We are always looking for fresh ways to show up for our customers, and a focus on brand modernization while simultaneously celebrating the brand's 65 th anniversary is a beautiful balance of heritage and innovation." The rebrand unveils a fresh logo, a collaborative creation involving three female-led teams : Pentagram for Logo & Visual Identity Kramer Design Group for Brand Strategy RoAndCo Studio for the Brandmark Together, these teams reimagined Lilly…