The brief
Most people don't have access to a personal stylist: someone who can help them understand their shape, colouring and the clothes that work for them. MyStylist was an independently funded start-up built around making that expertise more accessible through a guided digital service.
Brought in on a freelance basis in 2020, I led the brand development and design of the platform from the ground up, shaping how the proposition would look, feel and work for its audience.
The creative challenge
The challenge was to make a fairly involved service feel personal and straightforward. The brand and digital experience had to make styling advice feel approachable, build confidence and connect the guidance naturally to product recommendations.
Making personal advice accessible
Personal styling is usually a one-to-one conversation. The platform needed to translate knowledge about body shape, colour and clothing into a guided experience that felt natural and easy to follow, without overwhelming users with technical detail.
Putting advice before products
The service had to offer useful guidance before introducing a purchase. Product recommendations were therefore built into the journey as a considered next step, rather than allowing conventional ecommerce mechanics to dominate the experience.
An inclusive visual language
The identity needed the visual confidence of a fashion brand without feeling exclusive or intimidating. I developed a considered visual language and art direction, supported by photography featuring a broad range of body shapes, sizes and ages, to balance editorial appeal with an approachable, practical service.
The site needed to feel like a knowledgeable friend giving you honest advice — not a fashion brand talking at you.
Brand, creative direction and design
I led the project from initial concept through to build-ready design, bringing the brand proposition, visual identity and digital experience together. Alongside developing the identity and design system, I established the visual direction for the service, including the art direction and photography that would bring the brand to life.
I developed the brand identity, including the logo, typography, colour palette, tone of voice and guidelines, and shaped the art direction for the platform and its supporting photography.
- Developed the brand identity, including logo, typography, colour palette, tone of voice and guidelines.
- Art directed photography across 15 models, with casting selected to represent a broader range of body shapes, sizes and ages.
- Shaped the end-to-end styling journey, moving users from self-understanding to tailored outfit recommendations.
- Structured the information so body shape and colour guidance was introduced progressively and clearly.
- Designed the ecommerce experience to place advice and education before product recommendations.
- Created interface patterns and a design system bringing editorial fashion content and practical shopping functionality together.
- Developed outfit recommendations around complete looks, helping users understand how pieces worked together.
