The Shortlyst Branding
The Shortlyst was founded to make finding trusted beauty services simpler, fairer, and more personal. Frustrated by unreliable review sites, my client envisioned an online platform that connected customers directly with independent beauty professionals, giving small businesses a stronger digital presence and a new way to reach customers.
Working with a development team, we designed a dual-function website that catered to both audiences. Business users could showcase their work through portfolios, bios, and reviews, while clients could use an interactive map to browse services, read testimonials, and share feedback. My focus was on creating a seamless user experience that balanced both perspectives, ensuring clarity and trust were at the core of every design decision.
The brand identity reflected the care and calmness of the beauty industry. I developed a soft, holistic visual language: hand-drawn line illustrations, gentle colour palettes, and relaxed lifestyle photography in natural light. These elements carried across digital, print, and packaging.
For launch, we created a full suite of branded collateral for subscribers: appointment cards, POS materials, and a welcome pack. I also art directed the influencer PR boxes, designing the exterior and interior packaging along with personalised notes and branded gift bags to support pre-launch marketing.
The Shortlyst’s branding and platform design helped position it as a supportive, community-driven service, a place where independent professionals could stand out and grow their business.