Following the March 2009 branding effort for Heather Huey - Couture Milliner, the boutique label based in New York immediately ascended to the top tier of fashion world recognition and experienced three years of tremendous consumer awareness growth.

In August 2009, the team of Heather Huey and branding manager Steven Chu saw their first major appearance in W Magazine ("Sanctuary" by Mario Sorrenti. Styled by Camilla Nickerson. Model Guinevere van Seenus wearing Headpiece by Heather Huey). Under the wing of stylist Patti Wilson, Huey's designs then appeared in back to back issues of Vogue Italia, Numéro, and Harper's Bazaar.

Huey's designs have been photographed by Steven Meisel, Steven Klein, Miles Aldridge and Tom Munro for Vogue Italia; Mert & Marcus for Interview; Mario Sorrenti and Jean-Baptiste Mondino for W magazine; Mariano Vivanco for Vogue Hommes Japan; Mario Testino for V magazine; Miguel Reveriego, Greg Kadel and Ben Hassett for Numéro France; Paolo Roversi and Solve Sundsbo for Vogue China; Ellen von Unwerth for VMan; and Terry Richardson for Purple Fashion.

The branding channels the pair's shared aesthetic for quiet but powerful undercurrents with the monolithic logo, and rigorous minimalism in visual presentations.