Case Closed

2023

Logo Design

Visual Identity

Motion Identity

Social Media Support

Merch

User Research

Informational Hierarchy

Usability Testing

App UI Design

UI Motion

Website Design

Dev Handoff

Design Direction, Digital Design

Sam Tipikin

Design Direction, Brand Design

Roman Myronov

Brand Strategy

Ivan Hrankin

Copywriting

Olha Shevchuk

Illustrator

Ann Datsiuk

For Estyl, we created a distinctive brand identity and designed a full mobile experience for an AI-powered digital wardrobe app. From brand strategy to UX/UI design, we helped build a cohesive visual language and product that redefines how users discover, organize, and style what they wear.

Creating Estyl: UX, Branding, and App Design for a Fashion Tech Product.

[Problem]

[Solution]

People want help getting dressed that feels personal, not transactional. They need a way to work with the clothes they already own, express a specific vibe, and feel understood. Current AI tools often feel mechanical — outputs without context, taste, or emotional signal — which breaks trust and makes style advice easy to ignore.

We shaped Estyl as a companion that reflects confidence back to the user. The brand and interface act like a magic mirror — intelligent, expressive, and personal. We gave the AI a soul: a voice that understands, not just suggests; a presence that feels alive rather than automated. Instead of hiding behind neutrality, Estyl celebrates colors, movement, and emotion to help people see themselves in their best light.

Conducting research and interviews gave us the insight that people need someone to validate their outfit choices. Our AI assistant could take on that role. When we combined our research findings into a composite character, we came up with a person named Alice. That became the starting point for the entire brand and design concept.

[Positioning]

We are companions who give confidence and allow everyone to see themselves in the best light

Estyl’s tone of voice is effortlessly cool — empathetic, witty, and relatable, never harsh or pretentious. We speak like a trusted fashion buddy who makes style feel easy and fun. Our voice blends empathy with empowerment, offering support and confidence without judgment; wit with a dash of elegance, keeping things playful yet refined; and a curated but relatable perspective that inspires self-discovery over perfection. Every word reflects our promise: Estyl. Like magic.

One of our challenges was to figure out how to reshape an abstract blob, which usually symbolizes AI, into something more trustworthy and emotional. That’s how we developed a logo that also serves as the brand’s mascot. Like the White Rabbit from Carroll’s Alice in Wonderland, our rabbit acts as a guide for our “Alices,” leading them into the wonderland of our app. Emerging from the mirror, it draws customers into the world of Estyl’s Mirrorland.

To make layouts more eye-catching, we created various «Mirrorland» creatures. These characters know how to express their unique sense of fashion and embody people who exude confidence in their appearance, no matter the situation. They may be a bit quirky, but they are also attractive and uniquely beautiful, showcasing their individuality.