CHALLENGE

The online lifestyle market is saturated with fast, highly commercial e-commerce experiences designed around speed, volume and constant consumption.

Market91b needed a different approach: a slower, more considered shopping experience built around emotional connection, visual clarity and curated storytelling.

  • Creative Direction, Brand Identity & E-Commerce Experience

www.market91b.com

Market91b is an independent online concept store focused on thoughtful living, design objects, and curated gifting.


The project was developed as a complete brand and creative direction exercise: from visual identity and tone of voice to website design, product curation, photography direction, digital experience and customer journey.

At its core, Market91b is about thoughtful curation: creating a place where a carefully edited selection of beautiful, useful and unexpected objects feels more like an editorial experience than a traditional online shop.


The ambition was to create an e-commerce platform that felt calm, editorial, and emotionally engaging, positioned between a Scandinavian lifestyle brand and a modern digital concept store.

CONCEPT

STrATEGY

The digital boutique space is crowded with fast-fashion home decor and generic e-commerce dropshippers.

The challenge was to build a brand that could:

  • Create a distinctive point of view
    Move beyond conventional gift retail to create a world with its own sense of taste, character and discovery.

  • Make curation the value
    Give customers a reason to trust the selection: fewer products, thoughtfully chosen, with a story behind them.

  • Turn gifting into a brand experience

    Bringing together beautiful, useful and unexpected objects from independent makers and established brands. A more distinctive approach to gifting, built around curation rather than convenience.

OUTCOME

Market91b became a fully realised brand and digital retail experience, developed from strategy through to execution.

I defined the brand positioning and visual direction, developed the identity and tone of voice, curated the product offering, directed photography and built the e-commerce experience, creating a coherent world across every customer touchpoint.

The project demonstrated my ability to move between strategy, art direction, brand design, UX and digital execution, while making creative decisions within the practical constraints of an independent business.

Most importantly, it established a clear point of view: thoughtful objects, carefully chosen and presented with a sense of discovery rather than mass-market urgency.