Branding
Mobile App
Website
My Role:
Branding, User flows, Wireframing, Interface design, Prototyping, Social Media Guide
Problem
Fashion is exciting, but for many users it’s also overwhelming and time-consuming. People struggle to:
Put together outfits they feel confident in
Keep track of what’s in their wardrobe
Discover new fashion inspiration
Shop across multiple stores in one place
The goal was to create an app that brings all of this together: outfit generation, wardrobe management, social inspiration, and shopping.
Challenges
Multiple feature sets – Balancing outfit generation, wardrobe, social community, and shopping without overwhelming the user.
Consistency across platforms – Delivering iOS, Android, and web experiences with unified branding.
Engagement factor – Designing flows that feel fun, social, and inspiring rather than transactional.
Scalability – Building a visual system that works for personal styling, community sharing, and e-commerce.
Brand identity – Fashion is emotional; the brand needed to feel modern, playful, and trustworthy.
Solution
1. Discovery
Defined core use cases: “I want to generate outfits, I want to organize my wardrobe, I want to get inspired, I want to shop.”
Identified emotional drivers: confidence, self-expression, discovery.
2. Wireframing & Flow Design
Mapped simple flows for each feature:
Outfit generation → Save to wardrobe → Share or shop items
Wardrobe management → Mix & match → Save favorite outfits
Explore community → Like, share, follow → Build inspiration boards
Shopping → Browse, save favorites, checkout
Ensured navigation stayed clean by anchoring everything to the core idea of outfits.
3. Visual Design & Branding
Designed a playful, bold brand identity that feels fresh and stylish.
Created light and modern UI with smooth transitions to make browsing, mixing, and sharing fun.
Extended brand to website and social media guidelines for consistency across digital presence.
4. Final Deliverables
iOS App – Fully responsive, optimized for fashion-driven browsing.
Android App – Feature parity with iOS, tailored to Android design conventions.
Website – Marketing site to showcase Flowy’s features and drive downloads.
Branding & Guidelines – Visual language, typography, and color palette.
Social Media Toolkit – Design rules for content, ensuring brand recognition across channels.
Key Features Designed
Outfit Generation – AI-powered suggestions tailored to user preferences and styles.
Wardrobe – Virtual closet to upload, mix & match, and track outfits.
Explore – A community hub for discovering, creating, and sharing looks.
Shopping – Personalized shopping from multiple stores with save, wishlist, and trending options.
Impact
Created a multi-platform experience that brings fashion discovery, social inspiration, and shopping into one app.
Designed clear user journeys to balance diverse features without losing focus.
Delivered a cohesive brand identity spanning app, website, and social media.
Expanding community features to encourage more collaboration, inspiration, and social sharing.
Empowered users to express themselves and simplify everyday fashion decisions.
Next Steps
Successfully tested the beta version and launched the app across iOS and Android.
Currently focusing on onboarding local brands to showcase their collections and strengthen community-driven shopping.
Exploring AI-driven personalization to make outfit recommendations smarter over time.
Link
🔗 Flowy on Google Play
Disclaimer: The project discussed herein was undertaken as a part of the Tech Goes Global team. The rights to this project are jointly owned by the client and the studio. This case study is presented solely to showcase my individual contributions to the project.