Overview

In 2020, I started an amazing journey with Sparkpick, an eco-fashion blog inspired by my reflections after watching The True Cost, a powerful documentary about the fast fashion industry. What began as a simple blog turned into so much more—a transformative adventure for me personally, creatively, and professionally.

Over time, Sparkpick has grown into a vibrant community of stylists, life coaches, and transformational guides, all working together with one goal: helping people express their true selves through fashion. We even launched an online store on Poshmark and eBay, where we curate unique, pre-loved fashion treasures.

For this project, I’ve worn many hats—Creative Director, Product Designer, Fashion Stylist, and even Life Coach—and it’s been such a rewarding experience to bring this vision to life.

The Goal & Design persona

At Sparkpick, our mission is to empower fashion consumers to embrace the sustainable fashion movement and create minimalist wardrobes they truly love and wear. This is more than a style choice—it’s a crucial step toward addressing the garment industry’s massive role in pollution and modern slavery.

The challenges are clear: the relentless consumerist mindset, lack of basic styling knowledge, and the constant pressure of “never good enough.” Today, we consume 60% more clothing than we did 15 years ago, but we only keep these garments half as long before discarding them.

To guide our efforts, we developed a design persona: Joanna, a marketing professional in her late 20s who’s already supporting sustainability in small ways. Joanna struggles with understanding personal styling and has little time to explore sustainable fashion. Her goal? To transition to eco-fashion while boosting her confidence and expressing her true self.

Branding & Moodboard

At Sparkpick, we see sustainable fashion as an exciting journey—one where the hero, the Spark, discovers self-love, self-expression, and transformation.

The Spark lives within all of us. It’s the source of our joy, creativity, and the free inner child that’s always ready to play. We are all Sparks, and we’re here to shine.

That’s how we came up with the name Sparkpick—we handpick fashion that helps Sparks shine from the inside out.

In our early brand brainstorming sessions, we listed 27 adjectives that captured the essence of Sparkpick. From there, we narrowed it down to our top three: Eco-conscious, Inspiring, and Creative. This process led to the creation of our brand moodboard, a vibrant celebration of creativity, nature, and joy.

The moodboard featured bold fashion art collages, color blocking, and rich, saturated colors like lime yellow, green, rebellious red, blooming magenta, and deep pinks. It was a true dance of imagination and sustainability—bursting with life and purpose.

Sparkpick Colors

For our primary colors, we chose a medium green to represent eco-conscious vibes and a rich magenta to symbolize blooming flowers and magical transformations. To create a sleek and stylish feel, we added canvas and black tones for backgrounds on the website and social media, giving everything a polished, fashion editorial vibe.

Color blocking became a key design element, featuring white text on black backgrounds, vibrant green nature imagery, and bold graphics.

Our secondary colors complemented the red and green palette, carefully used in illustrative elements and imagery to add depth and visual interest without overpowering the primary palette.

Sparkpick Typography

We picked Avenir for Sparkpick’s typography because it’s clean, modern, and timeless—just like our approach to sustainable fashion. Its geometric shapes and easy readability make it super accessible, so everyone can enjoy the experience, including those with visual impairments. 

Plus, Avenir ties perfectly into sustainable web design since it’s widely supported across platforms. This means no extra font files weighing down the website, keeping things light and eco-friendly. It’s all about creating a digital experience that’s as thoughtful and inclusive as the fashion we love.

Website design: Landing page

When we think about Sparkpick’s main user journeys, there are two: styling yourself with our eco-fashion curations and collaborating with one of our stylists or life coaches—what we like to call 'transformative guides.' Our landing page was designed to spotlight these journeys, with a clear, above-the-fold CTA inviting customers to kick off their initial consultation with a guide.

We made sure to highlight the big benefits of Sparkpick: a style makeover that’s uniquely you, a confidence boost, and the long-term savings of time and money—all while embracing sustainable fashion.

Website design: Styling page

The Build Dream Wardrobe page is where Sparkpick’s magic happens—letting people shop eco-fashion by looks, style, capsule wardrobe essentials, and fabrics, all in one place.

In 2024, we launched our newsletter to connect with more of our community, so the page now features an above-the-fold CTA to subscribe. We also added links to our featured Sparkpick curations and our pre-loved Poshmark store. For first-time visitors, there’s a 'How We Curate Fashion' section to introduce them to what we’re all about. Plus, the 'Weekly Picks' section keeps things fresh by showcasing our latest curations every week.

Website design: Styling & Life coaching page

The Styling & Life Coaching page is all about showing customers the benefits of getting extra support when transitioning to eco-fashion. We use visuals to walk them through the process and highlight our growing community of transformative guides. Whether it’s an intro call with Sparkpick or a direct chat with a guide, we make it easy for customers to take that first step toward a more confident, sustainable, and stylish life!

Website design: Blog

The Blog was one of the very first pages we created for Sparkpick back in 2020. As we kept adding new posts and fine-tuning our mission, the page evolved to include a handy topic filter. Now, visitors can easily explore content based on their goals—whether they’re shopping for eco-fashion, learning styling tips, or diving into mental transformation. It’s all about making their journey as seamless and inspiring as possible!

Sustainable Web Design

As a sustainable fashion platform, we’re committed to aligning with the best practices of sustainable web design—making our digital presence as thoughtful and eco-friendly as the products we curate.

• UX Design and Usability
  Our focus is on simplicity and ease of use. We’ve designed clean, intuitive pages that reduce cognitive load, allowing users to navigate the site effortlessly. We’ve also made it a priority to avoid dark patterns—tricks that pressure users into decisions—and instead rely on user research to address design challenges. Every element is there to enhance usability and ensure a positive, stress-free experience for our community.

• Findability, SEO, and Content Strategy
  To connect with users like Joanna, we’ve made search engine optimization an ongoing effort. We ask ourselves: Will users find Sparkpick easily when searching online? How can we make it simpler for visitors to discover the products they’re looking for on our website? From targeted keywords to intuitive search features, we’re constantly refining our content strategy to make Sparkpick accessible to everyone.

• Sustainable Business Practices
  At the heart of Sparkpick is a mission to inspire mindful consumption. We don’t just promote sustainable fashion; we also highlight the steps our affiliate partners are taking to reduce their environmental footprint. By sharing their commitment to sustainability, we empower our users to make informed, eco-conscious choices.

Key insights

Sparkpick is a constantly evolving product, and I’ve loved shaping every part of it.

A key takeaway for me has been the importance of understanding our audience deeply—through user research, design personas, and aligning content with their values. This approach ensures we foster mindful behaviors like conscious fashion shopping.

Another insight is how vital competitive research is when designing for behavior change and sustainability. Analyzing design patterns helps us create a product that’s both impactful and aligned with sustainable principles. These lessons continue to guide Sparkpick’s growth.