- User Account Dashboard UX Design
- User Account Activity UX Design
- Notifications Experience UX Design
- Fios Navigation Frontend Development
- Save Brass Web Development
- Fios Design System Frontend Development
- Life on Fios Frontend Development
- Outfit Barn Web Development
- Dog & Meow Web Development
- Waist Shaper Co Web Design
- Monterey Web Development
- Daily Kix Web Development
- Fashionallo Web Development
- Athena Web Development
- Searchona Web Development
- InkHotels Web Design
Design and Development
Outfit Barn
01 Background
Fashionallo was built around a specific kind of customer: someone drawn to elevated, curated fashion with a refined sensibility. That positioning was intentional and it worked, but it also left an audience unaddressed. There were younger, more expressive shoppers who wanted personality and energy in their clothing, not polish and restraint. A brand with Fashionallo’s aesthetic was never going to speak to them naturally, and trying to stretch the brand to reach them would have diluted what made it work.
The answer was a sister brand built specifically for that audience. Outfit Barn was created by Fashionallo to operate as its own distinct identity, with its own name, visual language, and personality, targeting women 30 and under who wanted fashion that felt more like them: artsy, fun, accessible, and alive.
Company
Fashionallo
Timeline
7 months (2017–2018)
Role
Full Stack Developer
Platforms
Desktop Web, Mobile Web
Stack
HTML, Javascript, JQuery, CSS, PHP (Custom WordPress Theme Development)
Tools
VS Code, Sketchapp, Invision, Github
02 Idea
Same business instincts. Completely different energy.
The relationship between Outfit Barn and Fashionallo was one of deliberate contrast. Where Fashionallo was formal and refined, Outfit Barn was warm and expressive. Where Fashionallo was built around aspiration, Outfit Barn was built around personality. The two brands could share infrastructure and ownership without sharing identity, which meant the same business could serve two meaningfully different customer groups without either brand compromising what made it resonate.
The design brief for Outfit Barn was specific: the aesthetic should evoke fabric and lace. Not in a literal or overly decorative sense, but in the way the brand felt, tactile, handmade, personal. The kind of brand that felt like it was made by people who actually loved clothes rather than by a company that sold them.
The design direction
Fabric. Lace. Texture. A brand that feels like it was made with the same care as the clothes it sells.
Fashionallo
Elevated, curated, refined
A luxury positioning built around aspiration, premium labels, and a customer who values polish and restraint in how a brand presents itself.
Outfit Barn
Artsy, fun, and personal
A warmer, more expressive brand built for a younger audience who want fashion that reflects personality, not just taste. Accessible, playful, and genuinely inviting.
03 Solution
A brand and store with its own distinct character.
The logo and brand identity were designed to carry the fabric and lace reference through into every part of the visual system without making it literal. The aesthetic was warm and handcrafted in feeling, differentiated clearly from Fashionallo while still sitting within the same family of well-considered design. It needed to look like a brand, not a craft project, while retaining the personal, tactile energy that was the whole point of creating a separate identity in the first place.
The storefront was built on WordPress with WooCommerce handling the commerce layer and ACF providing the content flexibility needed to manage a retail catalog cleanly. The theme was built custom from scratch to match the brand identity exactly. The visual design of the site, the typography, the product presentation, and the overall feel of the shopping experience were all built around the personality Outfit Barn was meant to have rather than adapted from a starting point that did not fit.
Brand
Logo and visual identity
A custom logo and brand identity designed around the fabric and lace aesthetic, warm and expressive in character and clearly distinct from the Fashionallo brand it sat alongside.
Development
Custom WordPress theme
A bespoke theme built to reflect the Outfit Barn brand precisely, with WooCommerce for commerce and ACF for content flexibility throughout the catalog and editorial sections.
Commerce
Product catalog and store setup
Full product setup across the apparel and accessories range, with collection pages and product templates designed to present the inventory in a way that matched the brand's energy.
Identity
Differentiated from Fashionallo
Every brand and design decision was made with the relationship to Fashionallo in mind. Outfit Barn needed to stand completely on its own while being owned and operated by the same business.
04 My role
Built it to stand on its own two feet.
I handled the full project from brand identity through to live store: logo design, visual system, website design, custom theme development, WooCommerce setup, and product configuration. The most interesting challenge was building something that felt genuinely independent from Fashionallo while being created in the same context, by the same person, for the same business. That required being deliberate about every decision that would normally be made by default.
The fabric and lace direction shaped the design work from the beginning. Typography choices, color warmth, spacing, and the way the logo was constructed all drew from that reference point without ever stating it overtly. The goal was a brand that felt like it had its own history and personality, not one that had been designed to feel that way.
Getting the two brands to coexist without either one undermining the other was as much a strategic exercise as a design one. A customer who knew Fashionallo and discovered Outfit Barn should understand immediately that they were related but different. That distinction had to be communicated entirely through the design, because nothing else was there to do it.