Building an audience before building a marketplace
Designing a website was only part of the problem. The real challenge was attracting both brands and people willing to engage with something new.
Without an existing audience, it would be difficult to convince small brands to participate, and without compelling brands, it would be difficult to attract an audience. The project needed a way to build trust, visibility, and momentum from zero.
Community first, commerce second
Rather than leading with a webshop, Define was positioned as a community-driven brand. Instagram became the primary platform to showcase taste, highlight unique brands, and create a shared cultural context around fashion, art, and individuality.
This approach allowed Define to establish credibility and a distinct voice before asking users to convert, shifting the focus from selling products to curating culture.
Acting as a bridge between brands and people
Define functioned as an intermediary between small, emerging brands and an audience looking for something different. By consistently featuring independent designers, the platform provided exposure for brands while giving followers access to styles they wouldn’t easily discover elsewhere.
The visual identity and UI were designed to support this role, emphasizing clarity and character while keeping the focus on the brands being featured. Over time, the community-driven approach created a foundation that could naturally extend into commerce.
