VAUX.
VAUX.
VAUX is an AI-powered personal styling platform that curates outfits based on your wardrobe, lifestyle, and aesthetic preferences. They came to CURP to build a brand that felt as intelligent as their technology — without feeling cold. We developed the full visual identity, UI direction, and campaign language.
Client
VAUX Technologies
Industry
Fashion Tech
Year
2026
Services Provided
Brand Identity, Creative Direction, App Visual Direction
Key Challenges®
//04
Building a brand at the intersection of fashion and technology means navigating two very different worlds — and making them feel like one.
Avoiding the Tech Cliché
Most AI platforms look the same — dark mode, gradient logos, futuristic fonts. VAUX needed to feel editorial and human, not like another Silicon Valley app.
//01
Fashion Credibility
Fashion audiences are unforgiving. The brand had to pass the eye test of someone who reads Vogue and someone who reads Wired — simultaneously
//02
UI and Brand Alignment
The app interface and the brand identity had to feel like the same thing. Visual language decisions in the logo had to translate directly into the product UI.
//03
Scalability Across Platforms
From app store icon to billboard — every format required the identity to hold its weight without losing clarity or impact.
//04
Key Challenges®
//04
Building a brand at the intersection of fashion and technology means navigating two very different worlds — and making them feel like one.
Avoiding the Tech Cliché
Most AI platforms look the same — dark mode, gradient logos, futuristic fonts. VAUX needed to feel editorial and human, not like another Silicon Valley app.
//01
Fashion Credibility
Fashion audiences are unforgiving. The brand had to pass the eye test of someone who reads Vogue and someone who reads Wired — simultaneously
//02
UI and Brand Alignment
The app interface and the brand identity had to feel like the same thing. Visual language decisions in the logo had to translate directly into the product UI.
//03
Scalability Across Platforms
From app store icon to billboard — every format required the identity to hold its weight without losing clarity or impact.
//04
Key Challenges®
//04
Building a brand at the intersection of fashion and technology means navigating two very different worlds — and making them feel like one.
Avoiding the Tech Cliché
Most AI platforms look the same — dark mode, gradient logos, futuristic fonts. VAUX needed to feel editorial and human, not like another Silicon Valley app.
//01
Fashion Credibility
Fashion audiences are unforgiving. The brand had to pass the eye test of someone who reads Vogue and someone who reads Wired — simultaneously
//02
UI and Brand Alignment
The app interface and the brand identity had to feel like the same thing. Visual language decisions in the logo had to translate directly into the product UI.
//03
Scalability Across Platforms
From app store icon to billboard — every format required the identity to hold its weight without losing clarity or impact.
//04
Design Approach®
//004
We approached VAUX as a fashion house first, a tech company second. The identity was built on editorial references — not startup templates.
Editorial Brand Research
We mapped the visual language of the world's most influential fashion brands and identified where technology could enter that conversation without disrupting it.
//01
Identity System Development
Logo, color, typography, and motion language were built together. Every element was tested across app UI, social content, and physical touchpoints before finalization.
//02
Campaign Direction
We developed a launch campaign visual language — art direction, copy tone, and content system — designed to build cultural credibility from day one.
//03
Design Approach®
//004
We approached VAUX as a fashion house first, a tech company second. The identity was built on editorial references — not startup templates.
Editorial Brand Research
We mapped the visual language of the world's most influential fashion brands and identified where technology could enter that conversation without disrupting it.
//01
Identity System Development
Logo, color, typography, and motion language were built together. Every element was tested across app UI, social content, and physical touchpoints before finalization.
//02
Campaign Direction
We developed a launch campaign visual language — art direction, copy tone, and content system — designed to build cultural credibility from day one.
//03
Design Approach®
//004
We approached VAUX as a fashion house first, a tech company second. The identity was built on editorial references — not startup templates.
Editorial Brand Research
We mapped the visual language of the world's most influential fashion brands and identified where technology could enter that conversation without disrupting it.
//01
Identity System Development
Logo, color, typography, and motion language were built together. Every element was tested across app UI, social content, and physical touchpoints before finalization.
//02
Campaign Direction
We developed a launch campaign visual language — art direction, copy tone, and content system — designed to build cultural credibility from day one.
//03
Final Outcome
//04
VAUX launched with a brand strong enough to sit alongside the fashion names it was built to serve.
4.8
/5
App store design rating at launch
27
%
App store design rating at launch
65
%
User return rate within 7 days
4
X
Increased cross-sell through curated bundles
"CURP understood something most agencies don't — fashion people don't trust tech brands. They built us an identity that made us credible in both worlds from day one."
— Sofia Reyes, Creative Director, VAUX
Final Outcome
//04
VAUX launched with a brand strong enough to sit alongside the fashion names it was built to serve.
4.8
/5
App store design rating at launch
27
%
App store design rating at launch
65
%
User return rate within 7 days
4
X
Increased cross-sell through curated bundles
"CURP understood something most agencies don't — fashion people don't trust tech brands. They built us an identity that made us credible in both worlds from day one."
— Sofia Reyes, Creative Director, VAUX
Final Outcome
//04
VAUX launched with a brand strong enough to sit alongside the fashion names it was built to serve.
4.8
/5
App store design rating at launch
27
%
App store design rating at launch
65
%
User return rate within 7 days
4
X
Increased cross-sell through curated bundles
"CURP understood something most agencies don't — fashion people don't trust tech brands. They built us an identity that made us credible in both worlds from day one."
— Sofia Reyes, Creative Director, VAUX
