InsideHouse / E-commerce

InsideHouse came to skillo with a clear commercial goal - launch an online furniture store under a new brand - and almost nothing else. No logo, no visual identity, no existing materials. Just a company name and a product catalogue ready to sell: sofas, armchairs, chairs, and home furnishings aimed at the Polish market.

The engagement covered the full journey from brand concept to a live, sellable online store - built on Shoper, the e-commerce platform I'd chosen for its flexibility in template customisation and ease of long-term maintenance for the client.

With no existing materials to build on, the project followed a standard brand-from-zero flow: a discovery brief with the client, followed by desktop research into the furniture distribution category - competitor positioning, visual conventions, and the expectations of online furniture shoppers in Poland.

The name itself - InsideHouse - pointed toward the core insight: this wasn't just a furniture shop, it was about what goes inside a house to make it a home. That gave the brand a literal anchor for a mark: a house silhouette, paired with a warm, approachable colour palette that distinguished it from the colder, catalogue-grey aesthetic common in the category.

The logo combines a rounded house silhouette with an integrated letterform "H" - the negative space of the roof and walls forming the initial of the brand name. A small coral-orange square sits at the heart of the mark, echoing the warmth of home interiors and giving the otherwise structural symbol a human touch.

The wordmark pairs a deep navy "Inside" with a coral "House" - a two-tone treatment that became the foundation of the brand's colour system: navy for structure and trust, coral-orange for warmth and energy, used consistently across both the identity and the store itself.

Business cards extended the identity into the brand's everyday business interactions - the front carrying the logo and personal contact details against a clean white background, the reverse using the navy-and-coral colour pairing as a strong graphic close.

With the brand identity approved, the focus moved to the store itself. I designed full UI mockups for the key pages of the shopping journey - homepage, category listing, product page, and cart - carrying the navy-and-coral identity directly into the interface as the primary navigation and accent colours.

The homepage leads with large lifestyle photography of the furniture in context, paired with a confident headline introducing the brand. Category and product listing pages prioritise clear product photography, pricing, and quick access to filtering - essentials for a catalogue-driven furniture store. The product page brings together imagery, pricing, availability, and descriptive content in a layout built for conversion.

Once mockups were approved, I implemented the design directly as a custom Shoper template - chosen specifically for the platform's flexibility in template editing and ongoing modification, giving the client room to manage the store independently after launch.