MyStylist

Context

MyStylist was a fashion-tech startup focused on helping women make more confident clothing choices based on body shape and colouring. The proposition combined education and commerce: explaining why certain styles worked, generating outfit recommendations, and allowing users to purchase suggested items directly.

The brief was to create a brand identity and digital experience from scratch that could support a complex product model built around guidance, recommendations and shopping lists — without overwhelming or undermining user trust.

My role

I led the creation of the MyStylist brand identity and the design of the digital platform from the ground up. My role covered brand direction, experience design and the art direction of photography used across the product and marketing.

“Brand, content and product experience were designed to function as a single system, rather than separate layers.”

Approach

The starting point was trust. For a platform offering personalised style guidance, tone and clarity mattered as much as functionality.

Rather than positioning MyStylist as a trend-led fashion brand, the aim was to balance credibility, approachability and clear paths to action.

Brand & visual decisions

The brand identity was designed to feel refined and confident without being intimidating. The focus was on supporting education and understanding, rather than visual distraction.

The system allowed editorial content, product imagery and interface elements to sit comfortably together. The aim was to create a brand that felt considered and premium, while remaining accessible and usable.

Platform & experience decisions

The platform experience was structured around guidance first, commerce second. Education needed to lead decisions, not sit alongside them.

Key areas of focus included:

• Clear explanations of body shape and colouring principles.
• Outfit recommendations presented as complete looks rather than isolated products.
• Automatically generated shopping lists that made it easy to act on advice.

The UX prioritised clarity and confidence, helping users understand recommendations before being asked to purchase.

Photography & art direction

Alongside the platform design, I art-directed the photography used across the brand. This was critical to ensuring the educational intent of the platform translated visually, reinforcing trust rather than relying on aspiration or trend.

Working with a diverse set of 15 models, I defined the visual tone for shoots to ensure styling and composition aligned with the core styling principles. This ensured the learning experience felt joined-up and credible from launch.

Outcome

MyStylist launched with a clear, cohesive brand and a platform that combined education and commerce in a way that felt considered rather than transactional. Users were able to understand the logic behind recommendations, explore complete outfits and move confidently from advice to purchase.

The brand and experience framework created a stable foundation for future feature development and content expansion without fragmenting the product.

Reflection

This work reinforced the importance of clarity and tone in guidance-led products. Education, presentation and structure play a significant role in building trust. Leading brand, platform and content direction together ensured the experience felt coherent and credible from launch.