Designing a home for diverse brands.
When the mainstream keeps skipping your business, the problem is rarely the product.
Naming
Plenty of marketplaces talk about diversity. Few are built to structurally support it, serving many founders and audiences at once without collapsing into visual noise.
The name says the job plainly. She, he, they, every pronoun welcome before a single product loads.
Wordmarks
Multiple expressions of the core identity to work across contexts: primary wordmark for primary use, stacked variant for vertical layouts, logo lockup for icon spaces.
Sub-identities
A coherent system that could bend across different initiatives and contexts without losing coherence. Every secondary brand still felt like itself, but lived visibly within the SheHeThey universe.
Icon system
A set of icons designed to represent diverse brand categories. Each icon had to feel welcoming without dictating aesthetic, holding space for makers and businesses across every background.
Brand guidelines
Comprehensive documentation ensuring every interaction, every collateral, every detail reinforced the promise. The guidelines became the constitutional document for all brand expression.
Digital experience
The platform itself had to be as intentional as the visual identity. Every interaction, every page, every detail reinforced the promise: this is a place where your brand can be fully itself, alongside others equally different.
The website became the longest-running, most-viewed expression of the system, tested daily by hundreds of brands and thousands of customers.
Social & marketing
The brand had to work at every scale, from a single social post reaching a potential customer to the full website welcoming a new seller. Consistency met flexibility in every asset created.
Strategic documents & collateral
"A marketplace that isn't focused just on sales. They focus on people rather than profit."Katy, Manchester · customer
For you
Keep getting skipped by the mainstream?
That’s usually a positioning problem wearing a design problem's clothes. A new logo won’t fix an audience who can’t tell what you’re for, or who assume you’re not for them.
I co-founded SheHeThey rather than being hired onto it, so I know what this costs to build and exactly where it gets hard.