Synergizing Visual Identity with Digital Retail Experience


Graphic & Digital


After designing the YME Universe concept store in 2014, Snøhetta proceeded to develop a new digital retail experience and visual identity for YME Universe. The comprehensive transformation of the online store yielded a significant surge in online sales, contributing to the expansion of YME's global fanbase and solidifying its position as Norway's premier fashion destination.

Technical details

Visual Identity, Digital & Creative Tech, Retail, Signage & Wayfinding
Oslo, Norway

YME Universe

Web platform & development

A Seamless and Progressive Brand Experience

In line with the brand's innovative ethos and its commitment to advancing fashion culture, our visual expression was rooted in deliberate contrasts of color, size, and placement. Additionally, we reimagined the existing logo symbol, expanding it into a comprehensive logotype to enhance its adaptability across a diverse range of applications.

Remember Wingdings? We brought it back, pairing it with Helvetica Narrow for a bold and recognizable look.

An integral part of YMEs communication is their product and editorial photography. We developed a coherent image style with a few distinct rules that makes YMEs photos recognizable both in the webshop and in social media.

Bridging Physical and Digital Channels

By pushing the boundaries of concept-based retail, we crafted an efficient and distinctive platform for YME across a diverse range of channels and surfaces. The synergy between the online store and the concept store established a comprehensive and unique brand experience, positioning YME with a competitive edge in the global fashion market.

Content First

The layout system was strategically crafted to propel the content forward, allowing the latest products and YME's editorials to influence the site's overall expression. Every element was meticulously designed for optimal functionality across various devices and platforms, ensuring a seamless shopping experience on both mobile and desktop interfaces.

YME shoots and creates its own fashion editorials. The products are directly connected to the storytelling, making shopping a natural part of browsing the site.

90 % Increase in Online Sales

The clean-cut and confident redesign centered around elevating quality content, impactful photography, and minimalistic graphic elements. In the initial three months post-launch, this redesign played a pivotal role, leading to a remarkable 90% surge in online sales.

In 2023, YME made a strategic move by closing its physical store in Oslo. Instead, the focus shifted towards a new Digital Flagship Store, still driven by the same forward-leaning and innovative visual identity we crafted in earlier years.