Kids’ Circular Marketplace Identity

A playful brand identity for design-led kids’ resale platform with a loyal, sustainability-minded following.

CLIENT: DOTTE

I developed the brand identity for a children’s resale marketplace at an early point in the second-hand fashion space, created to challenge the pace of kids’ fashion and appeal to style-conscious, sustainability-minded parents.

Working closely with the founders over several years, I shaped and safeguarded the brand as the business grew. The direction was bold and contemporary, built around a clear narrative of circularity and rolled out consistently across digital, social, investor communications and campaigns.

As the platform scaled, the brand was refreshed alongside the app launch. I led the redevelopment of the website and app experience, working with the in-house team to maintain clarity and consistency as the product evolved.

The business went on to become one of the UK’s leading children’s resale platforms, building a strong community, a five-star app and partnerships with established retail brands.