Stoa
Stoa
Stoa
Introducing a digital infrastructure for discovering and accessing independent fashion spaces.
Since 2023, I have been selling and collecting vintage clothing as a hobby and I've noticed something. Unless you follow a bunch of vintage instagram pages, you have likely never heard of one of hundreds of showroom spaces throughout LA and the world that operates as a sort of secret community. This is where the app idea was born.
Stoa was built with communal spaces and clarity as the main focus of brand and digital product strategy. How can the spaces I love, appeal and be shown to everybody?
Access the first app prototype here.
This app is currently being built for completion by April 2026. This case study will be updated alongside so check back regularly for progress updates.
Branding
the current logo->
a different variation we thought of
linking the app to traditional americana
The word Stoa in ancient greek means a covered walkway, primarily for commerce and socializing. Stoa's creative direction was grounded in these spaces. Buildings nearby each other - how we live in a grid based city here in Los Angeles. This is where the logo was born.
the current brand guidelines of the app
The word Stoa in ancient greek means a covered walkway, primarily for commerce and socializing. Stoa's creative direction was grounded in these spaces. Buildings nearby each other - how we live in a grid based city here in Los Angeles. This is where the logo was born.
Branding
Process
Research
Final
In 2025, I worked primarily on researching and focusing on the user, and how I can bring the complex world of vintage to an interface. By establishing the core principle of clarity to make underground spaces feel legible and accessible, I shaped the entirety of Stoa around this principle, and rooted this value into every problem I tried to solve.
See the first prototype presentation slides here. They include early wireframes and early UX that brought this idea to life. With inspirations and some user feedback I arrived at a prototype.
After presenting to professors and colleagues, I was hit quickly with commendation for the idea, but poor styling and execution. One that stuck with me was, "Your app is not zillow or corporate based so why style it that way?"
Research
Stoa
Introducing a digital infrastructure for discovering and accessing independent fashion spaces.
Since 2023, I have been selling and collecting vintage clothing as a hobby and I've noticed something. Unless you follow a bunch of vintage instagram pages, you have likely never heard of one of hundreds of showroom spaces throughout LA and the world that operates as a sort of secret community. This is where the app idea was born.
Stoa was built with communal spaces and clarity as the main focus of brand and digital product strategy. How can the spaces I love, appeal and be shown to everybody?
This app is currently being built for completion by April 2026. This case study will be updated alongside so check back regularly for progress updates.
Access the first app prototype here.