Lyst
Wednesday Agency

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The team at Wednesday were briefed to reimagine Lyst — the world's largest fashion search platform, whose brand image had become outdated. A new visual identity was created to convey refinement and modernity, and resonate with a broad audience while retaining the brand's aspirational edge.

An underscored line became a defining graphic device, woven through the brand's visual language to create cohesion and recognition. This acted as a connective thread across touchpoints, giving the identity a sense of continuity.

The introduction of lowercase typography added warmth and approachability, reflecting the brand's inclusive and democratic take on fashion. Comprehensive guidelines were also developed to support rollout across digital and out-of-home launch applications.