As Gen Z becomes one of the most influential consumer groups, designers are asking a fundamental question, what does a brand built for this generation actually look like?
FINDS: What Does a Gen Z Brand Look Like?
As Gen Z becomes one of the most influential consumer groups, designers are asking a fundamental question, what does a brand built for this generation actually look like? For FINDS, a new fashion marketplace positioning itself as the “Depop of TikTok,” the answer lies in video-first behaviour, cultural fluency and a playful revival of 90s design. Justified Studio developed the name, identity and digital experience, crafting a brand that embraces internet culture while capturing the energy of a real-world marketplace, reimagined for a generation fluent in motion, memes and rapid discovery.
Designing for the ‘Between Space’ of TikTok and Depop
FINDS is the first marketplace to put video content at the centre of its commerce experience, a direct response to how Gen Z discovers and shares style. Creating a brand for this audience required more than aesthetic references. It demanded an understanding of the visual language they use every day, from the rhythm of TikTok feeds to the DIY authenticity of Depop sellers.
“We designed for the Gen Z audience we are targeting,” explain Justified Studio’s Will Whiting and Joshua Ogden. Every element of the brand, from copy tone to iconography, draws from the digital vernacular of online culture. These references are not superficial. They help ground the brand in the behaviours, humour and visual instincts that define Gen Z’s relationship with fashion.
“FINDS was designed around a simple strategic insight, buying clothes you love should feel as interactive and real-time as the feeds where people find them.”William Whiting, Design Director
A Brand Identity Steeped in Culture and Motion
Colour pairings for FINDS lean into a soft pastiche of the 90s, one of the most beloved and active style categories among its users. This nostalgic influence is balanced with the immediacy of contemporary internet culture, creating an identity that feels both familiar and freshly native to the marketplace environment.
The marque embodies the spirit of an online user, expressive in movement yet memorable when static. It captures the idea of community, activity and the playful choreography of social feeds. The aim was to communicate a platform that feels alive, fast and full of personality.
FINDS was designed around a simple strategic insight, buying clothes you love should feel as interactive and real-time as the feeds where people find them. Justified Studio set out to claim the white space between TikTok and Depop, leaning fully into a video-first model that opens new creative territory for both buyers and sellers.
This interactivity sets FINDS apart from the traditional second-hand market, which has transformed from a practical alternative into a dynamic, personality-driven experience. The brand’s maxim, “FIND it, love it, show it,” mirrors the rhythms of this new landscape. It celebrates the loop of discovery, expression and sharing that defines Gen Z fashion behaviour.
Capturing the Spirit of a Digital Marketplace
FINDS is more than a rebrand or an app. It is a cultural response to how a generation engages with style, community and identity. By blending 90s nostalgia with internet-native design and video-first storytelling, Justified Studio created a brand that feels alive in the hands of its users. It brings the chaos and charm of a physical marketplace into a digital world shaped by speed, personality and creative expression.
In a landscape where Gen Z’s tastes shift at the pace of their feeds, FINDS answers the question of what a brand for this generation should be, responsive, expressive and deeply connected to the cultures that shape them.
Words: It's Nice That
