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03Selected work

SEROTONINN

The label sells one idea — where glam meets grunge — and a store that simply said so in a line of copy would have been selling it the way every other label does. The page is built as the idea instead: a torn edge runs from top to bottom of the screen, the photograph is printed across it, and each half of the picture is treated as though it belonged to a different brand.

Year

2026

Status

In build

Role

Design, Development, Art direction

The SEROTONINN home page: a model photographed against a pale ground, split down the middle by a torn paper edge, with the label name in heavy condensed capitals on the left and WHERE GLAM MEETS GRUNGE on the right.
The opening screen — one photograph, torn, and the promise on either side of it.

01The idea

A tear, not a headline

The split is the whole design. The same frame is graded two ways and torn between them, so the eye reads the contrast before it reads a word — and the copy on either side is then free to be four words long.

  • The rip

    A real torn-paper edge running the full height of the screen, not a straight divider. The join is where the two treatments of the photograph meet.

  • The name, twice

    Set small and centred over the tear so the rip runs through the letters, and again at display size in the left margin.

  • Berlin vibes

    The collection line across the foot, half red and half white, cut by the same tear, with the only button on the screen under it.

  • 5-HT

    Serotonin’s own chemical shorthand, bracketed in the corner where a site usually puts a version number. The label is named after the molecule, so the molecule signs the page.

02The shop

A store that opens as a poster

Shop all, the categories and the search sit in the margins in small tracked capitals, so the first screen is a poster and the storefront is one click behind it. It is a trade most shops will not make — a catalogue is easier to measure — but a label whose whole proposition is a look has to show the look before it shows the grid.

03The look

Heavy condensed on paper white

Black condensed capitals set tight and large against a near-white ground, one red for the collection and nothing else, and a photograph that carries every other value on the page. The type has no curves, no outlines and no effects on it: against a torn edge and a graded portrait, anything more would be a third voice.

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