Reposition JF.com and JustFab’s brand perception from a membership-led value play to a modern, curated fashion destination—luxe yet approachable—powered by stronger storytelling, clearer differentiation, and a loyalty model that drives repeat engagement beyond discounts.

JustFab is a fashion brand with deep authority in women’s footwear, now evolving into a broader lifestyle destination with elevated creative, premium product quality, and a curated point of view designed to attract a new generation of style-driven customers.

JustFab is looking to shift perception from a membership model to a curated, premium fashion destination—without losing accessibility or scale. At the same time, we had to evolve VIP into a true loyalty driver and expand beyond footwear into new categories and select brand partnerships while keeping the assortment focused and distinct from the platform business.

A full-funnel rebrand that elevated JustFab into a modern, curated fashion destination—luxe yet approachable—brought to life through a refreshed identity, streamlined storytelling, and an open-shopping digital experience.

• Updated visual identity to reflect a more refined, elevated POV

• Reframed brand personality & storytelling with a “Less is More” approach: minimal copy, strong product photography, and editorial storytelling (no long narratives)

• Established an ownable brand voice and consistent POV across all touchpoints

• Launched a new digital experience with clean layouts and beautiful imagery that encourages open shopping over membership

• Redesigned all creative touchpoints (email templates, social assets, and ad creative) with clean, simple, consistent systems

• Increased upper-funnel marketing with brand-led campaigns vs. introductory-offer messaging

• Built elevated seasonal campaigns and lookbooks to reinforce fashion authority

• Featured authentic, diverse models/talent to add relatability and aspirational credibility

As Lead Designer, I partnered closely with the VP of Creative and Art Director to develop JustFab’s visual style guide in-house and translate the new brand direction into scalable digital systems.

• Led design research and visual exploration to define the elevated look and feel

• Created mockups of key digital assets and built reusable templates

• Collaborated with the design team to produce style guide assets and stakeholder shareout materials

• Developed functional UX prototypes to support user testing led by the Sr. Director of Market Research