SHEIN (WIP)

Software

Illustrator

InDesign

Figma

After Effects

Project

Brand Identity

2026

Challenge

SHEIN’s speed built its success, but also created concerns around waste, overproduction, and trust. The challenge is to keep that speed while redefining it through a stronger, more intentional brand identity.

Approach

My rebrand centers SHEIN’s label as both a visual and strategic symbol. The identity is built from a 3x3 grid, with each module based on the size of a SHEIN label, reflecting a system shaped around personal preference. Because the label represents “fashion tagged for you,” it becomes a flexible form that can adapt to different users and tastes. The circles surrounding it symbolize data, showing how user-specific insights shape each experience. Together, the system repositions SHEIN’s data use from mass trend forecasting to personalized trend prediction.