Shopino: Full Platform Redesign & Visual Identity

Shopino (شاپینو) puts local fashion brands and boutiques in one marketplace. It needed a brand people remember and an app that lives up to it. I designed both: the identity first, then the whole product, for buyers and for the boutiques selling on it, on web and mobile. Along the way I built the pipeline behind its ads, which has now made campaigns for more than 300 of its brands.

Three jobs, one brand

1. The identity

The old logo didn't hold up across media, and nobody remembered it. The new one had to work on an app icon, a social post, a shopping bag and a billboard, and read at a glance on every one of them.

So the brief was bold but minimal: a mark that scales from an icon to a billboard and sticks in the head.

The mark carries two things: the feeling of shopping, and the “Shin” (ش) the name is built on. Nothing else.

Keeping it that bare is what lets it work at every size.

A logo on its own isn't a brand. So the work didn't stop there: I built the whole system around it, from the colour palette and typography to social media assets and packaging, so every touchpoint feels like the same company.

Fun, but still trustworthy.

2. The product (in development)

Then the marketplace itself, designed right to left in Persian from the start: Persian numerals, a Jalali calendar, every layout built for RTL rather than flipped at the end. I led the redesign of both sides of it, the app people shop in and the dashboard the boutiques run their stores from.

The boutiques get their own tool. Their dashboard opens on money, what's ready to pay out, income and the week's sales, because that's what a shop owner opens it to check. Products, orders, reviews and contracts are one click away.

Small things carry a lot in a store this size. Empty screens say what to do next instead of just being empty, and gift cards are a whole flow: sent through the app, opened with a personal note, spent from the wallet.

Underneath it all is a token-based design system: every colour, stroke and icon on every screen is a named token, so Shopino's engineers build from the system, not from screenshots, and one change carries everywhere. The designs and prototypes are finished and with those engineers now, so there are no product numbers to show yet.

3. Ads for 300+ brands

The boutiques selling on Shopino needed ads, and photoshoots for that many brands would have cost a fortune. So I built a generative AI pipeline instead, with Nano Banana and Midjourney. It has made ads for more than 300 brands, among them Charm Mashhad, Bluenil and Corum: over 3,000 ad and editorial images so far.

That took careful structural work and many rounds of refinement: outpainting by hand to fit ad aspect ratios, correcting lighting and spatial errors, and pulling off concepts like 'invisible mannequin' draping mixed with traditional cultural elements. The result is a steady stream of imagery the business actually uses.