SUMMARY Pioneers of the concept of “social shopping”, Dote depended on their product - a place for Gen Zers to simultaneously show and shop their favorite fits. We redefined social shopping from an intimidating, influencer-heavy environment to a safe and supportive space where every style has a say. A purposefully subtle visual identity maintained an emphasis on Buzzcut’s users. The brandmark—a mirror framed by four flashes—captured the user's fashion journey by articulating the mirror selfie moment one has when they’ve discovered a new outfit. Photography and campaign visuals were made from real user-generated content to celebrate a gamut of personal styles. Buzzcut traded in cute and glossy for empowering, imperfect, and real. The brand’s focus on actual users offers something unique and enables a digital generation to be unapologetically themselves—one outfit at a time.
SUMMARY Pioneers of the concept of “social shopping”, Dote depended on their product - a place for Gen Zers to simultaneously show and shop their favorite fits. We redefined social shopping from an intimidating, influencer-heavy environment to a safe and supportive space where every style has a say.
