Shopstyle came to us to help position them as an iconic curator with a perspective on style. We worked together to build an identity that would inspire discovery, starting with a morphing shape system—a diamond, sparking new styles, flexes from animated holding shapes to expressive patterns. Maven play was the balance we found in giving this system a strong serif workmark and a layered type system—there’s nuanced character without losing the essence of being funtional and digitally native.
The morphing shape system starts with a diamond—our spark of inspiration, that flexs into different shapes and expressive patterns. They utilize the 21 shades in the color palette to set moods and complement curations. Maven play was the balance we found in giving this system a strong serif workmark and layered type system—there’s nuanced character in this system without losing the essence of being funtional and digitally native.