02/ — Brand Strategy & Positioning
Reinventing secondhand fashion for expressive youth.
At a glance
Tension
Depop had normalised secondhand shopping but it wasn't built for how Gen Z actually connects. Static and transactional, in a generation that treats shopping as a social act.
Insight
Gen Z doesn't just want to shop they want to show up. Discovery, self-expression and sharing are the product; the transaction is the afterthought.
Strategy
The first video-first, live, expressive resale marketplace commerce built like content. Platform idea: “Find it, love it, show it.”
Built for transactions, not connection.
Depop had normalised secondhand shopping but it wasn't built for how Gen Z actually connects.
I was brought on by Justified Studio to define the brand positioning for FINDS: a video-first resale marketplace for a generation of style-driven shoppers.
The category experience was static and transactional in a generation that treats shopping as a social act.
Show up, don't just shop.
Gen Z doesn't just want to shop they want to show up. Discovery, self-expression and sharing are the product; the transaction is the afterthought.
I positioned FINDS as the first video-first, live, expressive resale marketplace commerce built like content, under the platform idea “Find it, love it, show it.”
Finding the gap
Depop brought fresh positioning and strong identity but the platform remained fundamentally static.
Youth deep dive
Behaviours, emotional drivers and category gaps grounding the strategy in how Gen Z actually connects.
The platform idea
“Find it, love it, show it” — the thrill of discovery, the joy of finding something truly you, the impulse to share it.
Strategy to expression
Led brand strategy, platform development and positioning through to design and messaging.
"Find it, love it, show it."
Personality, not product.
Since launch, FINDS has built a creator-led community where engagement and retention are driven by personality, not product.
The platform repositioned resale as style and self-expression rather than transaction — setting it apart from incumbent marketplaces. [Placeholder — one number: users, listings, retention or creator count — the single strongest figure you can source]