YCloset is the biggest cloth-sharing platform in China. Their brand image features fashion, authenticity and minimalist, targeting at young women aged from 21 to 28. However, they also want to expand their target group to students. Hence, the YCloset marketing team reached out to me to build their marketing illustration brand system with the exact opposite in mind: creating a voice that is lively, accessible, and relatable for young women. 

I worked with the team to develop their initial illustration style and create illustrations for the product,  Here's a look at the process

Starting out, the main challenge was in developing a style that could both be appeal to the working women, but still had room to be humorous and friendly — and could refer to YCloset's services and convey concepts.

I was first asked to explore some tutorial ideas about how to rent and return clothes on YCloset's app and familiarize with the process. I did some initial sketches about a cute cartoonish character with black ink. To decide what style of drawing that I would be using, I also worked on several portraits of my colleagues by studying their facial expression, body forms and outfits.

With the characters as my building block, I started to develop on ideas that revolves around YCloset itself. I further finessed the style, focusing on mainly black and white fluid  line drawings. 

I first created the washing machine illustration to emphasize on hygiene, as it is one of YCloset's strengths. 

Illustrations depicting plain processes can tend to look cold without some form of life present — so incorporating a character-driven approach was important in projecting warmth. Moreover, adding a sense of humor into the character can stir interest among the audiences.

Using the above explorations as a starting block, I designed my characters with some awkward and funny poses, with a more relatable sense of humor.

As requested by the YCloset team, I also add in text to explain the process more clearly.

Other than the tutorial illustrations, I was also requested to create a special version for their Qixi campaign (the Chinese Valentine's Day). 

The main idea of this campaign to satirize the boyfriends who cannot appreciate their girlfriends' fashion sense, hence encourage them to sign their girlfriends up for YCloset's service ("trying out new clothes everyday"). To clearly show this idea, I developed a 4-frame comic showing the conversations between a young couple: The girl is asking the boy whether she looks different everyday with a new style and the boy can hardly tell the difference. I also incorporated the idea of collage to illustrate the different outfits of the girl. 

In character design, a lot can be expressed through simple details. For instance, all of these YCloset characters are in motion — which introduces a sense of energy and personality. 

Characters were also drawn in black and white to ensure a unified style, using the minimal number of colors needed to express movement and personality. 

Because this simplified stylization, characters can also interact with collaged objects to express different brand identities and emphasize on the strengths. For example, the speed of the shipping service and the completeness of the SKUs.

Although the illustrations are mostly self-explanatory(They are actually subject to personal understandings), I was also in charge of copywriting by explaining the ideas with concise and humorous languages.

Marry has a little black dress.

YCloset—Because you need to tame the bull inside a Taurus.

Double up Your Closet, double up the Twin in Gemini. –Y Closet

YCloset—Because giving up your clothes is a cancer for Cancer.

YCloset—Because a Leo is ready to take over the spotlight. 

YCloset—Because Virgo needs perfection and the extra mile.

YCloset—Because the dresses here are “just right.” Liberty for Libra

YCloset—Because every Scorpius needs to cover up her sting.

YCloset—Because a Sagittarius gets what she aims for.

Capricornus: My horn may be a workaholic, but a goat needs shiny dress—Y Closet

Aquarius: I carry all the water, you take care of my clothes—Y Closet.

Pisces: Pile up your obsession, pile up your closet. YCloset.

All in all, I enjoyed working at a very fast pace at YCloset as I was also given sufficient room for creativity. I also felt a great sense of achievement when my work is hugely liked by customers on social media. Additionally, working for a startup that aims for more accessible fashion gave me a drive to nudge the fashion experience to be more delightful and enjoyable.