An energetic new brand for lifestyle marketplace Fy!

  • Tom Austin

Fy! is the go-to guide and shopping app for the most original lifestyle products. With a keen understanding of their sector, Fy! have carved a new path; one that combines thumb stopping content with an irresistible shopping experience. Realising that they wanted to increase appeal to the cool trendsetters out there, they needed to revamp their girly girl aesthetic and create a bold tone of voice. Developing this brand spirit, we added an exclamation mark to the brand name to express Fy!’s attention-grabbing, show-stopping, anything-goes attitude. Bringing the spirit to life, we created a fresh and dynamic logo inspired by neon signage, combined with a pared-back look and feel that lets the products and designers shine through. The team were able to identify the immediate effects of the new brand through A/B testing, noticing a 20% decrease in customer acquisition cost. The brand’s message, look and feel we have created is not only stronger but converts commercially too.

‘Get what you want’ is the tagline that represents the sassy spirit the brand is built upon. It sums up Fy!’s confident, expressive, grab-life-by-the-baubles attitude.
We developed a show-stopping neon-script inspired logo
We injected Fy!’s spirit and energy into the icon style which is derived from the logo’s neon-script sign style
The new Fy! brand - with a twist - featured on iOS11 AppStore launch

Project Tags


  • Fy! logo


    • Retail