SheHeThey

Designing a home for diverse brands

SheHeThey is an inclusive commerce platform built on the belief that buying power can create cultural change.

Founded to support underrepresented founders and conscious consumers, the platform set out to reframe eCommerce as a space for belonging rather than extraction.

Unnamed partnered with SheHeThey to define its identity from the ground up — shaping the strategy, language, and visual system for a brand designed to hold difference without dilution.

Context

SheHeThey was created to challenge the norms of mainstream retail.

While many platforms spoke about diversity, few were structurally designed to support it. SheHeThey needed to serve multiple founders, audiences, and perspectives without collapsing into visual or narrative noise.

This was not a single-brand identity. It was a platform identity, one that needed to remain open, adaptable, and coherent as it grew.

Challenge

The challenge was balance.

SheHeThey needed to feel optimistic without being naïve, bold without becoming chaotic, and inclusive without losing clarity. The brand had to support difference while still feeling unified and credible as a commercial platform.

Every decision had to work at scale, across products, people, and stories that were intentionally diverse.

Approach

We began by defining what the brand needed to do, not how it should look.

The early work focused on language, values, and structure. We clarified the role the brand needed to play, the behaviours it needed to encourage, and the boundaries it needed to hold.

This stage was about creating a framework strong enough to support many voices without flattening them into sameness.

From understanding came structure.
From structure came language.
From language came form.

Identity before visuals

Before any visual decisions were made, we defined the character of the brand.

SheHeThey needed to feel human, open, and confident. It had to invite participation without demanding conformity. The identity needed to support clarity in moments of complexity, especially as new brands and communities entered the platform.

The goal was not to perform inclusivity, but to embed it into the system itself.

Pink background with white bold text that reads 'SHEHETHEY'

Naming

The name SheHeThey expresses inclusion without explanation.

It reflects fluid identity, shared humanity, and collective progress. The name is intentionally open, allowing the brand to grow without losing meaning or becoming fixed in time.

It invites participation rather than instruction.

Centered white circle with the words "SHE HE THEY" stacked inside in teal capital letters against a teal background.

Identity system

The visual identity was designed to feel clear, optimistic, and accessible.

A bold, stacked wordmark anchors the system, with generous spacing to ensure legibility and accessibility across sizes and contexts. The structure supports consistency while allowing flexibility for diverse applications.

Every element exists to support recognition, trust, and ease of use, not decoration.

Image showing a presentation slide titled 'Brand Typography' in large pink text, with three white text boxes demonstrating different fonts and styles of the Roboto and Acumin typefaces, including sample text, font weights, and style descriptions.
A color palette chart showing four main brand colors with Pantone and hex codes, and their tint variations from 10% to 75%.
A collage of nine images with motivational and lifestyle themes. Top left: a cartoon woman dancing on a bed with the text 'Just did a happy dance'. Top center: a rainbow-colored cake shaped like a butt with pink ribbons. Top right: people running with the text 'Surround yourself with people who want you to win'. Middle left: two women sitting in front of a colorful tapestry with flowers and books. Middle center: a woman with a book titled 'Today I plan on throwing sass around like confetti' with a cartoon cat. Middle right: a tattoo on a person's side reading 'Top surgery saves lives'. Bottom left: a woman in pink sportswear with the text 'Change more than your gym performance'. Bottom center: a potted plant on a white table with red flowers. Bottom right: two women, one with gray hair and a blonde with a camera, with the text 'Stay connected to your passion'.

Expression

Colour, type, and rhythm were chosen to reinforce openness and momentum.

Bright primary colours express optimism, action, and visibility. Typography balances clarity with personality, ensuring the brand remains readable, modern, and human across platforms.

The system is energetic without being overwhelming, allowing multiple voices to coexist without visual conflict.

A collage of nine images including a person taking a mirror selfie, jewelry with green beads and leaf, cartoon unicorn with rainbow, person holding framed artworks on beach, cartoon girl with braids, black mug with a white label, promotional poster for small business recovery event, person in patterned shirt with watch, and LGBTQ+ pride individual.
Collage of nine images with inspirational quotes, accessories, and artwork, including earrings, motivational messages, sneakers, a perfume bottle, a couple embracing, plant hangers, and a drawing of a woman's profile.
A collage of nine social media posts and images. The top-left features a ceramic cup, the top-center promotes organizing an HIV/AIDS fundraiser, and the top-right shows jewelry on display. The middle-left has an inspirational quote about culture, the middle-center features a person with a beard wearing a periodic table shirt, and the middle-right has a woman with the text about wardrobe and queen. The bottom-left displays tarot cards, the bottom-center offers tips for social media impact, and the bottom-right shows a person in a black shiny outfit with an obscured face.

Outcome

The result is not a static brand.

It is a working identity designed to scale with the platform, support underrepresented founders, and adapt as the community grows. The system enables SheHeThey to communicate with clarity while holding difference at its core.

The brand feels welcoming without being passive, and purposeful without being rigid.

Three smartphones displaying social media posts about small business events and ticket booking, placed on a light gray surface.
Open magazine and a closed magazine with diverse people on the covers, placed on a pink background.
Screenshot of an online shopping website featuring diverse brands, selling home decor, jewelry, crafts, and clothing, with a focus on Black-owned businesses, including a woman in a pink dress.
A collection of colorful brochures and flyers for the brand 'The Home of Diverse Brands' featuring diverse people, vibrant backgrounds, and various promotional messages.
Colorful brochures and pamphlets about She menget and diversity, featuring images of diverse women and men, on a yellow background.

Reflection

SheHeThey is a clear expression of how Unnamed approaches identity at a platform level.

We work where complexity is real, audiences are multiple, and values must be translated into systems rather than statements. The work prioritises structure before aesthetics, and clarity before visibility.

Identity before decoration.

Structure before scale.

What people say

“A very special creation

Bought a product which supports the fight in ending stigma and discrimination against HIV and AIDS from a seller who is very passionate about supporting this cause, as I am myself and also this is visible that SheHeThey are passionate about this too. Great to see a marketplace that isnt focused just on sales, they truly demonstrate they live by their values and focus on people rather than profit ❤️”

Katy, Manchester

“SheHeThey is more than a marketplace

I used them to purchase products as well as selling products on their platform. They're concerned with diversity, inclusivity and the environment. With shehethey, you receive the personal touch as well as free marketing for your products, business recharge sessions to provide a better understanding of how to improve your small business. They provide 3 selling options and support with setting up your page and advice on all aspects of the platform. They answer queries swiftly and have made my experience as a customer and seller a thoroughly excellent one.”

Laley, Newcastle-upon-Tyne