Justified Studio developed the branding, experience and technology for the new Finds second-hand shopping platform.
The brainchild of Jemma Stacey, Finds is an app platform that lets users sell, buy, and browse clothes through short video downloads. Described as something between TikTok and Depop, Finds’ use of video “utilizes an underappreciated space in e-commerce,” according to Justified founder and creative director Joshua Ogden.
He explains that the Justified team has been involved since the start of the project, developing the name, brand, positioning and technology behind the app alongside its founder.
“The exploration of originality and self-expression”
According to Ogden, Finds is “fundamentally about exploring originality and self-expression.” Central to this mission is its target audience, Generation Z.
“This age bracket was our starting point for us, looking at how the younger generation uses the apps they frequent, considering how they shop, and identifying the reciprocal and entrepreneurial way in which they buys and sells second-hand clothes,” he says.
As with traditional savings, the app is positioned around the community. Users can follow creators and like and comment on posts – and sellers and buyers can organize their feeds according to their style.
That’s also where the app’s name comes in: Ogden explains that it aims to replicate the excitement of getting a good “find” from a store’s offering.
“These elements embody the energy and attitude of a real market”
The aesthetic of the app and surrounding brand draws heavily on 1990s fashion. This style is incredibly popular among Gen Z, and Ogden explains that it’s already one of the categories of most popular clothes on Finds.
Finds’ color palette, for example, combines bright greens and purples — a “direct reference to ’90s hues,” says Ogden. “We selected the couple because of their immediately ecstatic nature,” he adds.
Meanwhile, the typeface used throughout is Estragon from the Swiss foundry Dinamo. Ogden describes the typeface as “both brimming with creative character and technically pragmatic”.
“Together, these elements embody the energy and attitude of a real-world market, and are simultaneously optimized for the contemporary, digital and cultural context of Finds,” he says.
“As interactive and real as possible – whether online or offline”
As Ogden mentions, the space that Finds occupies is occupied – so standing out is paramount. One of the most notable elements of Finds is its use of movement, he explains. Echoing the fact that users are uploading videos instead of static images, the app’s brand and experience is equally dynamic.
Through brand icons and typography, the team developed an “Always Live” approach, which Ogden says refers to the “bustle and spirit” of its salespeople.
“We thought an online fashion market should be just as vibrant as a second-hand market in real life,” says Ogden. “The opportunity we saw was to make shopping for the clothes you love as interactive and real as possible – with no difference between whether it’s online or offline.”
What do you think of the design of Finds? Let us know in the comments below…