Make Style Happen
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www.stylight.comStylight was founded in 2008 by four students from Munich, united by a vision of making fashion more accessible. The company has grown to become America’s leading fashion aggregator, through a strategy of bridging fashion inspiration with opportunities to purchase.
1
The Problem
Many Destinations for Shoppable Lifestyle Inspiration
In order to generate interest and turn passive browsers into loyal customers, Stylight, America’s leading fashion aggregator, wanted to seamlessly direct consumers from lifestyle inspiration content to e-commerce, thereby giving online shoppers the confidence to know what to buy, and how to style it. Facing the emergence of new competitors, Stylight had to differentiate itself amid the myriad e-commerce sites that were trying to appeal to shoppers through shoppable lifestyle content.
To drive interest and loyalty for Stylight, we needed to craft a strong and unforgettable brand appearance, message, and aesthetic.
How can Stylight craft an appearance, message, and aesthetic that establishes the brand as the companion for your personal style journey?
2
The Experience Insight
Many Styles for Many Shoppers
Whereas many fashion sites exhibit different items in the same circumstances, with a consistent model, pose, and intentionally muted art direction, we realized that Stylight could align itself with a diverse female audiences by promoting multiple style combinations for each item. That way, trends and looks are contextualized within the real-life fit and feel of the clothing, with consideration to how items “behave” in real life. By showing styles in many contexts, any woman can find inspiration for her lifestyle, body, taste, and aspirations. As a result, the site can help women find the conviction to evolve their personal style.
Quite simply, Stylight makes style happen.
3
The Solution
A Roadmap for your Personal Style Journey
Conceiving the slogan “Make Style Happen,” we crafted a careful editorial strategy and messaging tone focused around Stylight’s role in evolving personal style, encouraging women to turn inspiration and imagination into tangible style choices—and purchases.
With this new slogan, Stylight positioned itself as the step-by-step guide to a personal style journey.
A Design System that Reflects the Customer's Story
Make Style Happen comes to life through a lively visual brand that not only calls the audience to action, but also elevates the consumer’s place in the fashion landscape past and present, breathing excitement and prestige into the user’s own style story. The brand visual language is comprised of a variety of shapes inspired by the elemental geometries of fashion design. When plotted within brand materials, the shapes represent iconic moments along the consumer’s own style journey.
A Classic but Flexible Brand Language
Appealing to elemental shapes and motifs, the design system is infinitely flexible, offering endless permutations that the Stylight designers and editors can apply to digital and print surfaces. Just as an individual can modify their own personal style along an axis from energetic and bold to restrained and subtle, so does Stylight’s design language empower the brand to reflect various tones, stories and messages that appeal to their consumers. The logo—a classic word mark—abides by the same visual elements of the brand language, aligning itself with the clean, confident, and uncompromising aesthetic that rules modern fashion.
4
The Results
A Universe of Expression and Style
Stylight’s new logo, typography, colors and graphics provide the brand with an adaptable, sustainable design solution that can respond fluidly to the ever-evolving landscape of personal fashion.
