▪ Brand Identity Development
Lookbook
An open book that doubles as fashion pages, a catalog service that brings designers online.
- Date
- Apr 2020
- Client
- Maryam Riyaz (Islamabad, Pakistan)
- Discipline
- Fashion, Catalog Service
- Sector
- Fashion
About the project, our role, our approach
The introduction
Lookbook is an online fashion-catalog service that brings designers into a single catalog. Its mark turns an open book into flowing pink pages beneath a bold wordmark.
This brief restates the 2020 identity within the eight-section parameter, keeping the two-colour, book-led idea intact.
Preserve the mark
Preserve the open-book mark and bold wordmark.
Hold the language
Hold a fashion-forward, two-colour visual language.
Find the voice
Define a curious, stylish platform voice.
Ready the system
Set colour and type for the platform, print and social.
- 01Discovery: revisit the 2020 brief, a verbal-yet-visual mark, kept to two colours.
- 02Essence: frame Lookbook as the place fashion gets discovered.
- 03System: mark usage, palette, type and catalog templates.
History and heritage
Brand origin story
Lookbook was built to solve a discovery problem: dozens of designers, no single place to browse them. The name says it instantly, a lookbook is where you go to see.
The mark fuses an open book with fashion pages, a verbal idea made visual, and was deliberately held to two confident colours so it would read at any size and stand the test of time.
Mission, vision, promise, essence statement
Vision and mission
Mission, what we do today
To bring designers together in one catalog where style is easy to discover.
Vision, future aspiration
To be the first place people open to see what to wear next.
Brand promise
Every designer, one beautiful place to browse.
Brand essence statement
Lookbook is fashion discovery, bound into one book.
The principles that guide Lookbook
Core values
Discovery
Make finding new style effortless.
Curation
Quality and variety, well organised.
Style
Look as good as the clothes inside.
Accessibility
Designers and shoppers, easily connected.
Meaning, culture, interpretation
Brand essence
Name and symbol
'Lookbook' is the fashion artefact itself; the open-book mark renders the name literally and elegantly.
Cultural resonance
The lookbook is a beloved fashion ritual, turning pages to find the next look.
Emotional recipe
Curiosity and the small thrill of discovering something to wear.
Interpretation for the brand
Keep the two-colour book mark crisp; let the catalog imagery bring the colour and variety.
Archetype, personality, tone of voice
Brand archetype
Curious, stylish and welcoming. Lookbook speaks like a well-dressed friend showing you what's new, enthusiastic but never pushy.
- Primary, Explorer
- Secondary, Creator
- Stylish
- Curious
- Welcoming
- Modern
- Inviting
Logo, typography, colour, mood
Visual identity
Open books and turning pages, flat-lay fashion, magazine grids, magenta-to-plum gradients and clean catalog layouts. Editorial, modern and full of discovery.
A bold geometric sans matching the wordmark, for headings and the platform UI.
A clean, light companion for listings, captions and body copy.
- Open book
- Turning pages
- Flat-lay
- Magazine grid
- Magenta to plum
- Catalog
First applications and handover
Business stationery
- 01Platform masthead: mark lockups for web and app.
- 02Catalog cover: issue and season billing template.
- 03Business card: book-mark card for the team.
- 04Designer onboarding: branded welcome and listing kit.
- 05Email header: newsletter and feature banners.
- 06Social kit: new-arrival and lookbook templates.
Clear space, minimum size, misuse
Logo usage
The mark, and how to protect it. Give it room, hold its proportions, and keep it on-system across every surface.
In their words
The visual system designed for Lookbook elevated our entire catalog offering. The work was sleek, modern, and exactly what we needed to position ourselves as a premium service in the fashion industry.
Read the case studyCollapse the case study
The struggle
As a B2B catalog service for fashion brands, our own brand needed to look as impeccable as the clients we were serving, otherwise we risked losing premium contracts.
The evaluation
We needed a modern, minimalist identity that projected high-end editorial quality without overpowering the fashion assets we manage.
The execution
The design work was incredibly sleek and restrained. It perfectly captured the essence of a modern fashion utility, delivering a visual system that felt both highly creative and purely functional.
The result
The rebrand instantly elevated our market positioning. It allowed us to confidently pitch to top-tier fashion houses, resulting in immediate trust and higher-value client acquisitions.