BOLD VISION. New Futures.



As part of our Justified Ventures initiative, we concepted, designed and developed a new video-first marketplace Finds. The product was created to champion the sustainable practice of second-hand clothes buying to a younger audience.

Following extensive strategic research, Finds’ visual language conveys the energy and character of thrift stores alongside the self-expressive focus of social media, counterbalancing eccentric and practical typography. Together, the punchy application of type alongside equally vibrant colour and iconography unify the semi-chaotic individualism of its audience. Blending together a playful combination of contemporary culture and historical styles.

Brand Positioning

An online fashion marketplace should be just as dynamic as a thrift market IRL, thriving on individuality & self-expression. A movement has started that is turning the second-hand market into an engaging and personal experience. Buying clothes you love should be as interactive and as real-time as possible, with no differences between offline and online.

Finds provide a video-first shopping platform to celebrate the love of discovering original fashion. The interactive tools allow the users to express their individuality and connect directly with each other. Led by the maxim of ‘Find it, love it, show it,’ spirited visual identity follows the strategy’s core principles of discovery, ownership and showcase, championing the trio through a vibrant expression of colour, typography and illustrative iconography.

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find guidelines
Finds out of home
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Finds social media

Brand Principles

Finds is all about originality and self-expression and is inspired by the audience and all their different styles. The use of vibrant, expressive colours and messaging heroes the diversity of the platform. Putting the community front and centre.

Finds is a community of bold entrepreneurs and creatives. It's an open, optimistic mindset shared by everyone on the platform - and it comes alive in the brand design too. Finds build trust with the audience through inspirational and attitudinal messaging that celebrates their hustle and ambition.

Finds out of home 1
Finds Ui universe
Finds app screens

Born Social

Finds is a proudly digital platform and this is built from the social positioning to embrace online culture in everything - using it to power the future of fashion in an entertaining, inspiring and sustainable way. Finds embed this internet culture with icon design and copy built around the digital vernacular of the Gen Z audience.

Justified positioned and scaled Finds across TikTok and Instagram by working closely with the internal team to help build and master the formats to showcase the unique offering of Finds.

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It's Nice That - What does a Gen-Z brand look like? Justified Studio creates identity for the “Depop of TikTok”

Design Week - Justified carves a space “between TikTok and Depop” for Gen Z shopping app.

The Brand Identity - 'Justified Studio’s identity for Finds captures a playful medley of nostalgia and self-expression'.

Special Thanks.

To the full team at Finds, investors and collaborators that have helped support the launch of this product.

Thanks for the trust and collaborative approach from the founders, Jemma Stacey and Carl Mustard.

Download Finds here.

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