Merging fashion, retail and technology.

Proximity: The Retail Super-app

Proximity is the Retail Super-App, designed to transform how users engage with their customers and to deliver exceptional customer experiences, anytime, anywhere.

Designing a disruptive brand that still felt human.

When Proximity approached Estrella Ventures in 2022, their brand had stagnated. With a mission ‘to close the gap between physical and virtual retail’, they wanted to refresh their brand and touchpoints to represent this innovative position.

First, our team spent time getting to the roots of the Proximity team and their authentic purpose: one which was centred around the human touch.

To capture the team’s unique blend of retail and SaaS expertise, we created a forward-thinking, yet people-focused, brand identity. The icon was designed to capture a feeling of movement and dynamism, with a fluid fabric-like texture, poised within a physical space. This texture has been integrated with photographic imagery and platform imagery to create a harmonious brand proposition.

To ensure high-quality, consistent implementation, we created a robust set of brand guidelines, alongside of range of templated assets from which Proximity can scale their brand.