fytte
Role: Art Direction — Brand Identity & Digital Product
Fytte is a fashion AI platform that helps people build and elevate their personal style through a digital closet, outfit creation tools, and intelligent styling recommendations.
Concept
Most fashion apps are built around consumption — more to buy, more to browse. Fytte asked a different question: what if the product centered on the wardrobe you already own? The identity and product experience needed to reflect that shift — treating personal style as a practice of curation rather than accumulation.
approach
Art directed the full brand and product experience across mobile, web, and physical space. Built a restrained visual language grounded in editorial typography and deliberate pacing, with product flows centered on closet organization and outfit creation.
Outcome
A fashion platform that looks and feels like it belongs in the same world as the brands its users wear — poised, considered, and free of the noise that dominates the category.
