Make Style Happen

Stylight's Diverse Fashion Experience

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 audience 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.

Stylight's Versatile Brand Design

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.

Crafting Stylight's Unique Brand Identity

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.

Stylight's Personal Style Evolution

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.