Our approach began by deeply understanding the client’s mission to make curated fashion both sustainable and empowering. The resulting brand identity reflects these values with an uncluttered and refined aesthetic. Clean colours and elegant design elements were chosen to evoke trust and confidence while maintaining a sense of approachability and individuality. The website follows suit, offering a user-friendly, engaging platform that enhances the overall experience for customers.

Key to this project’s success was optimising the customer journey to reduce friction during the purchasing process. A significant challenge was the extensive form required to tailor each curated box, which had the potential to deter potential customers. Through thoughtful analysis, we restructured the process—moving the form to after the purchase was secured—ensuring a seamless flow that improved conversion rates while maintaining the personalised service at the heart of the brand.

The final design strikes a balance between simplicity and sophistication, creating a cohesive brand that feels empowering, modern, and luxurious. From the curated aesthetic to the streamlined customer journey, every element works together to promote the excitement, confidence, and sustainability at the core of My Curated Collection.