Goop is a modern lifestyle site curated by Gwyneth Paltrow catered to discerning career women and mothers with the aim to deliver worthy content to a time-strapped audience. In its infancy, the website needed an overall refresh that reflected her refined aesthetic. Fun icons were explored to represent each of the categories on her site. 

StyleTribute, a Singapore-based fashion startup, is a trendy destination to sell & buy pre-loved, curated luxury and designer fashion. The challenge lay in educating consumers on the value of second hand goods in a market unaccustomed to purchasing used items. The press release is based on the concept of a photo diary, documenting the jet set lifestyle of four fictional women around the world. Presented in a bespoke leather iPad case, it was shared with the island’s key fashion influencers. Shortly after two years, StyleTribute launched in Hong Kong and now ships worldwide.