| Redesigning a fashion resale marketplace’s revival
Resale Revolution
The win:
Helped a luxury resale startup backed by Richard Branson and John Doerr reposition its brand as demand surged, increasing sales by 21%.
My Role:
Lead Designer
Stakeholders:
CEO
COO
Director of Product
Director of Marketing
Timeline:
3.5 months
Team:
Myself
Senior Product Designer, Mobile App
00.
Tradesy, a VC-backed platform for selling new and used women’s fashion, hadn’t refreshed its brand since its inception in 2014.
In 2019, to stay competitive with TheRealReal, we committed to a redesign.
01.
I first aligned stakeholders on brand personality traits, Tradesy was…
Savvy
Bold
Alternative
Clever
Rebellious
Modern
Energetic
Confident
Sharp
Poignant
02.
For typography, headlines echo editorial familiarity while body copy introduces a modern disruption.
In the second, saturated hues push into a more unconventional tension, where warm intensity meets cooler, more dynamic contrast.
03.
In the first visual direction, saturated warmth drives energy, with cool accents and deep neutrals creating contrast and control.
04.
Before:
Before:
I carried the same aesthetic and tone as our website and app through our email marketing:
After:
After:
