SHOPLOOK
Evolving a fashion app into a creative community.
My Role:
Creative Director
Contributors:
Laya Adib (Shoplook Founder)
Kohlab (Third Party Agency)
BACKGROUND
Shoplook launched in 2018 as a fashion discovery app, allowing users to create outfits using a collage-like canvas with images from various shopping websites.
As Shoplook surpassed its goal of one million users and set a new target of 10 million, the founder was ready to revisit the brand identity and brought me in as a consulting Creative Director.
CHALLENGE
Leading up to the launch, product development had been prioritized over brand and identity development. However, as the app’s popularity grew to one million users, a demographic shift emerged.
Shoplook had lowered the barrier to entry for creative tools, making visual storytelling more accessible to a younger, Gen Z user base. This new generation of users imbued the app with a fresh sense of purpose, transforming Shoplook into a space for visual self-expression, curation, and inspiration—expanding beyond fashion into artistic collages and mood boards.
To lay the foundation for future financial growth, Shoplook needed a brand identity that reflected this evolution.
PROCESS
Creative Concept Development
My role: Moodboards, mockups, and presentation artwork to refine and develop the core visual framework.
I collaborated with Shoplook’s founder and CEO to compile moodboards filled with trends, inspiration, and ideas that would shape the app’s aesthetic and key visual elements.
After multiple rounds of refining these moodboards, cohesive themes began to emerge. Before engaging a third-party agency, I created mockup artwork to visually encapsulate these themes and establish a strong foundational starting point.
External Agency Management + Collaboration
My role: directing third-party development of brand assets and identity guidelines.
Through multiple processes of iteration, review, and feedback – Shoplook's new visual identity began to take shape.
Art Direction
My role: Defining signature visual elements, including an updated logo, wordmark, iconography, custom gradients, and UI elements.
Typography and color became key focal points, alongside an updated wordmark and logo icon. A custom gradient was a central part of the founder’s vision for the new identity, and I worked hands-on to perfect the new Shoplook gradient.
Through multiple rounds of iteration, review, and feedback, Shoplook’s new visual identity began to take shape.
SMOOTH SUCCESSFUL ROLL OUT:
Shoplook’s new brand and identity rolled out in 2023, receiving a warm reception from the Shoplook user community. Feedback revealed that users were excited about the refreshed design and eager to embrace the update.
The modernized visual identity is now reflected throughout the app and across the website.
