Justified Studio



As part of our Justified.Ventures initiative, we have branded and launched FINDS; a video-based marketplace that allows users to express their individuality and style whilst buying or selling products. Conveying the dynamism and personality of thrift stores together with the self-expression of social media.

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 provides 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,’ FINDS’ 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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Brand Design

The creative expression has been built around the notion of 'WE'RE LIVE', always attitudinal and expressive. The visual output is raw, real and reflective of the product experience.

This gave us the opportunity to use colour, icons and typography in a way that's just as entertaining and exciting. A way that embodies the hustle, individuality and diversity of the audience. The brand design embodies the energy and spirit of a real-life marketplace, but with a modern, digital twist that's steeped in online culture.

From the visual identity to the digital Ui kit, the brand design speaks in a way that channels the hustle and spirit of a thriving online platform. This energy is encapsulated in Dinamo’s ABC Estragon, the hero typeface used for the logomark.

The brief was to find a visual identity that communicates the hustle and spirit of a thriving online platform. The thinking was that we wanted a mark to feel like it was as unique as the audience and to have the feeling of motion whilst also feeling as memorable when static.

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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 builds trust with the audience through inspirational and attitudinal messaging that celebrates their hustle and ambition.

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Social Impact

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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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.


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'.