Madam’s new identity in the flesh

Madam’s three founders – Michelle Stapleton, Carly Stone and Pippa Bhatt, came up with the Madam name after ‘recognising the compelling provocative resonance between the role of production company and that historically of “madams”,’ according to BETC.

The agency adds that Madam has ‘a highly skilled and bespoke service to fulfil, in this case creative fantasies’.

BETC London has created an identity based around lingerie flesh imprints, with the Madam name pressed on to skin.

BETC says it has used shots of ‘recognisable lingerie areas, such as the garter, knicker and bra lines.’

The imprint photographs are used throughout Madam’s branding and communications, including the website, stationary and business cards.

Simon Morris, head of art at BETC, says, ‘The name Madam is a gift with a rich set of raw materials for any designer. But it was important to choose the less obvious, clichéd connotations and be subtle and sophisticated with the visuals – rather than show a suspender belt we suggest the presence of one.’