Tote was an AI-powered fashion discovery and shopping platform.

I led the complete creative direction, revamped their shopping experience, landing pages, and redefined their brand identity.

Tote evolved from a purely social platform into one where community and AI worked together — creating a shopping experience that felt both personally curated and collectively informed. If the balance tipped too far toward either direction, the product would lose its edge — too algorithmic and it loses the human warmth, too social and the AI's value goes unnoticed. Designing an experience where community signals and AI intelligence felt like one cohesive voice rather than two competing features pulling the product in different directions was a challenge.