Elevating sustainable fashion through bold design.
A clothing brand built around upcycled textiles, Cleo empowers fashion-forward 20–35 year olds who crave self-expression but value purchasing from ethical brands. Cleo challenges the notion that sustainable fashion is bland or basic, offering unique clothing that celebrates individuality.
The brand’s bold identity comes to life through a combination of impactful, clean typography and vivid visuals. The imagery embraces an editorial style while still remaining approachable and fresh. A color palette featuring unexpected combinations like hot pink and brown adds to the brand’s distinct personality.
Logo
Brand Strategy
Sitemap
Wireframes
Desktop Website
Adobe Illustrator
Figma
Jitter
Druk
Flecha
Brown
PT Mono
Fall 2024
An analysis of the market uncovered a significant gap: many customers interested in buying from ethical brands feel frustrated by the lack of interesting and fashion-forward options. This revealed an opportunity to shape Cleo’s brand identity as an ethically driven alternative that doesn’t sacrifice bold style.
Minimalist Interface
While the brand identity is bold, the UI prioritizes clean functionality to keep the focus on the products. On the category page, the filter and sort modal remains hidden on page load but can still be easily accessed, ensuring a distraction-free browsing experience.
Flexible Product Grid
I designed three layout options, allowing users to customize the size of the product grid based on their browsing preferences, improving engagement and product discovery.
Bold, clear, and unmistakably Cleo. Angular cuts in the logo and UI elements give the brand its edge—literally. Headings in Druk bring confident energy, balanced by clean, readable type. The vibrant coral, brown, and off-white palette brings an unexpected contrast that reinforces the brand’s distinct personality, while the rotating symbol nods to Cleo’s upcycling philosophy.
The website was designed to drive conversions, with clear e-commerce functionality, intuitive filter options, and a streamlined user experience that keeps the focus on products.
Designed and Developed by Anna Barnett © 2025
