We worked with renowned global fashion retailer H&M to create a new look and feel for their Gen Z incubator brand, Stylemine.

The ask? To create something that better reflected the spirit of the users: playful, creative, imperfect, fashionable and forward thinking. We set out to create a brand that honors its forward-thinking behaviors:  stripping away comments and likes, freeing up users to be spontaneous, authentic and different from day to day.

The result is an offbeat and fluid feel, never overly polished and celebratory of all types of aesthetics and styles.