Overview
Fashionism is a members-only rewards program offering exclusive perks at high-end retailers like Saks Fifth Avenue, Donna Karan New York, and Helmut Lang. Members receive cashback, free shipping, and referral incentives while shopping directly on brand websites. With luxury evolving to reflect not just status, but identity and discernment, the brand needed a complete refresh to resonate with the modern luxury consumer.
Approach
Tasked with redefining the brand experience, I focused on how today's shoppers interpret exclusivity—not as flashy wealth, but as quiet confidence and personal taste. Through strategy and design, the brand shifted toward an identity that feels elevated, discreet, and intelligent—mirroring a new generation of fashion-forward, value-savvy members.
Charcoal black became the foundation of the visual language—timeless, sharp, and understated. Gold foil and soft accents of white and grey were applied selectively to bring refinement without excess. A sleek monogram “F” was introduced and embossed across collateral—anchoring the brand with an iconic, minimalist presence. The typography was also refined: a move away from overly modern styling toward something more classic and editorial, used consistently across all print and digital touchpoints.
The tone of voice was crafted to speak to shoppers who value craftsmanship and exclusivity—but also love a good deal. Copy emphasized access, quality, and the intelligence of choosing well. Together, these design and messaging elements positioned Fashionism not just as a rewards platform, but as a curated experience for thoughtful luxury consumers.
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Brand Strategy, Brand Identity, Web Design
