Seleqtby Wishlink
A creator-led fashion app for women, built calm in a category that shouts.
Proven, not fast
Styled, not just sold
project
A calm place to shop what is already working.
Seleqt is Wishlink's creator-led fashion app for women. The category it enters is loud: endless feeds, endless discounts, endless newness that nobody has actually worn. The brief was the opposite of that. Build something women open when they want to look current, where every trend is proven and every piece arrives styled.
We built the whole brand core in one pass: name treatment, wordmark, colour system, type voices, photography direction and the recurring content formats the team ships every week. The rule that held it together was simple, purple leads every surface and each accent does exactly one job.
Mature where the category is loud.
Three lines set the tone for everything after them. Mature, not loud. Proven, not fast. Styled, not just sold. They decided how big the type could get, how hard the discounts could shout and how much a layout was allowed to move.
One lockup, cut in italic display.
The mark is a single lockup, never re-coloured, re-spaced or outlined. Clear space on all sides equals the height of the S, minimum width is 180px on screen. It sits in white on plum for brand moments and in plum on paper everywhere else.
system
Purple anchors, cerulean supports.
An eleven-stop plum ramp carries every surface, with cerulean as the secondary for info, trust and links. Pink, blaze, gold and lime accent one thing at a time.
Three voices, one publication.
Bricolage Grotesque carries display and headlines, Platypi handles subheads and editorial lines, Lexend does the quiet work in body copy and captions. Nothing else is allowed in.
Natural light, real women, one hero frame.
Daytime light, soft shadows and lived-in spaces. Aspirational but reachable, never airbrushed. Every story leads with a single strong image, so the feed reads as one publication instead of a catalogue.
Purple leads. Each accent does one job.Seleqt brand book · colour in application
formats
Templates the team ships every week.
Three formats do most of the work: a trend-alert social post, a weekly edit banner and an offer story. Each is built from the same ramp, the same three type voices and one accent, so a week of content still looks like one brand.
Two seconds of plum, then the feed.
The splash is the only place the wordmark animates: the mark draws itself on, the stage light warms, and the app hands over. No spinner, no tagline, no version number.
banners
The masthead, then ten categories.
The home masthead carries the wordmark, the promise in two weights and the proof strip along the base. Below it, one banner template per category: cutouts left, EXPLORE label, category name in cream, the same supporting line every time, only the gradient changes.
tiles
Product on a podium, nothing else.
Category tiles drop the models entirely. Each garment sits on a lilac podium with a gold ring behind it and a soft dome above, so a row of tiles reads as one set and the only thing that changes is the clothing.
in hand
The system, shipped.
Live screens from the Seleqt app. The masthead banner opens the home feed, the podium tiles run as the category rail, and every price, rating and badge below them draws from the same accent rules, one job each.
shipped
A brand core the team can run without us.
Wordmark, an eleven-stop colour system with defined accent roles, three type voices, photography rules, UI component colour and the weekly content formats, all documented and handed over to the Seleqt team.