Stylegrid
Stylegrid is curation, elevated. Our mission was as great as it was simple: “Create the the ultimate sales tool for curators”.
In response, we designed an intuitive, chic platform to streamline product curation and client engagement effortlessly. With just a few taps, users can assemble on-brand, shoppable selections and share them instantly with clients for purchase.
My role: As part of Matteo Grand’s strategic design consultancy, I was involved from initial conceptualisation to final delivery, playing a key supporting and quality assurance role at all stages of the brand and product development.
Beyond my supporting role, I also took on leadership responsibilities at critical points in the product’s evolution.
I led the design of the B2B and B2C user flows, ensuring a seamless experience for both curators and clients, and created the first set of wireframes, which served as the foundation for later iterations. I also prototyped the initial wireframes for testing, refining the user experience early on.
On the branding and content side, I led the development the Tone of Voice strategy, shaping how Stylegrid communicates with its audience, crafted FAQs to make the platform accessible to all users, and wrote a series of B2B SEO articles to enhance the brand’s visibility and authority.
The brief
Decades of building a dynamic styling network made one thing clear to Francesca Salih: curators needed a platform that seamlessly combined creativity with the innovations shaping modern retail and editorial. A tool that empowered stylists with freedom and ease while enhancing the client experience—one that truly aligned with their ambitions.
Our role was to translate Francesca’s vision into an intuitive, white-label app that enabled freelance and fashion house curators to craft shoppable selections for their clients.
To gain deep insight into the industry’s unique culture and the realities curators and clients face, we conducted extensive research. This included multiple in-depth interviews with Francesca Salih, whose firsthand experience provided invaluable perspective, as well as another seasoned fashion industry expert. I personally led a content and workflow session to refine our approach, and we carried out thorough competitor analysis to provide unique value with our app proposal.
This research informed the development of:
User flows that align with industry needs
Wireframes designed for seamless navigation
Tone of voice strategy tailored to resonate with the audience
SEO-driven content recommendations to enhance visibility and engagement
Phase 1: Discover
As a hybrid B2B and B2C platform, we faced the unique challenge of crafting a seamless mobile experience for curators while optimising the website flow for clients making purchases.
I led the first iteration of wireframes, laying the strategic groundwork for the refined version later developed by my manager, Matteo Grand.
Phase 2: Synthesise
With an exceptionally refined, luxury-driven audience, we had the opportunity to create a brand identity that positioned us as equals in the fashion house space—while remaining distinct, service-oriented, and adaptable for white-labeling.
I contributed to the logo ideation process, offering insights, inspiration and alternative designed ideas to shape a strong visual identity. Additionally, I provided constructive feedback throughout the development of brand guidelines, assets, colour palette, and typography—led by Matteo Grand—to ensure a cohesive and elevated brand presence.
Phase 3: Create
After more than 10 months of collaboration with Francesca Salih, Matteo Grand’s consultancy successfully delivered:
A fully developed white-label app for both in-house and freelance curators
A complete brand redesign that elevated the company’s positioning
A website experience optimized with a waitlist CTA to drive engagement
I played a key role in shaping the brand’s communication and visibility by leading the creation of:
A Tone of Voice strategy that aligned with the brand’s identity and audience
FAQs designed to simplify complex concepts for a non-technical audience
Website content that reinforced Salih’s authority while improving search rankings on Google
