MRKT

Building the brand for Dubai's peer-to-peer resale app. MRKT approached me to build their brand from the ground up: a peer-to-peer marketplace for fashion, shoes and lifestyle items, aimed at expats and young locals across Dubai. The gap was clear. Dubizzle attracts the wrong buyers, Facebook groups are dead ground, and WhatsApp offers no safety or verification. For a mid-20s audience buying and selling fashion, none of it felt trustworthy enough to bother with. The brand needed to feel local, safe and stylish rather than corporate or generic. I built the identity around a Dubai-rooted colour palette, fashion-led pattern work, and a warm, plain voice that speaks directly to the buyer as "your community, your marketplace." Confident without shouting, considered without feeling cold. The system spans full design guidelines, web and app UI, out-of-home, social content, and the pre-launch landing page, giving MRKT a consistent identity from first ad to first sale.

Design guidelines:
The complete system: voice, colour, type, pattern, and photography direction, built to keep MRKT feeling native to Dubai as it scales.

Webkit and app UI:
Listing cards, browse states, and app screens, translating the brand's colour and pattern language into a working product.

Out-of-home:

Billboard and transit takeovers across Dubai, built to feel like local knowledge rather than imported advertising.

Social content:
Story-format assets for launch, mixing lifestyle photography with the brand's graphic pattern system.

Pre-launch landing page:

The waitlist site that introduces MRKT ahead of launch, carrying the same type, colour and photography system as the app.

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