Online shopping brand creates a new hub for shoppers, curators and retailers

Set That Brandmark

Set That is a new social commerce website that is set to revolutionise online shopping. Set That lets consumers explore ‘sets’ of products that have been compiled and curated by other site users.

Sets can be created by anyone for anything, whether it’s components that build the ultimate bike, a range of gifts for a special occasion, an interior design for a room or the latest look straight from the runway – if you can imagine it, you can create it.

Set That Website

Two Aussie mumpreneurs, Kim Westwood and Liz Tehan approached Truly Deeply with a fantastic business plan and a bold vision to create the next big thing in online shopping. Our challenge was to build on emerging e-commerce and social trends to create a compelling and inspiring brand for this new concept of social shopping.

People are increasingly using technology to mimic social interactions found in physical malls and stores. Social media channels and an abundance of web search and e-commerce sites attempt to fill a void where like-minded people can come together to discuss, share, learn and shop – but most work in isolation.

Set That galvanises social shopping to create an incredibly powerful and stimulating hub for shoppers, curators and retailers. While the brand needed to reflect the visual codes of social websites it was imperative that it was clearly positioned as a place to shop, not just share.


The concept of sets builds on the approach that magazines have traditionally taken to theme new products around an idea or occasion. However, it is still a relatively new concept when it comes to shopping.

With the act of creating, buying and sharing ‘sets’ the real differentiator we decided to make this hero of the new brand. This lead to us creating a name that was inspired by the action of creating a set. Find, love and share; this goes with that, set that!

“Working closely with Kim and Liz we agreed that while we wanted to create a social experience it had to be a place of commerce, not just another social media tool.”

The brand positioning of ‘bringing people and products together’ is all about creating a stimulating hub for shoppers, curators and retailers,” says Michael Hughes, Strategy Director and Partner, Truly Deeply.

Set That Graphic Elements

Design Solution
“Building on the design code of social media, we used an algebraic idea of a set being bracketed to create a powerful and simple brandmark. This is punctuated by a colourful custom bracket that becomes the container to create sets of products,” added Derek Carroll, Creative Director and Partner, Truly Deeply.

Truly Deeply provided strategic brand and design solutions for Set That including a competitor and market decode, brand strategy, naming, identity design and development. We also worked closely with Set That’s digital agency, We Are Digital, to ensure the brand aligned to the interaction design and user experience of the website.

More than 100 stores have already signed up, including international retailers Bloomingdale’s, Marks & Spencer, StrawberryNET and John Lewis. Australian brands include Styletread, zanui, Surfstitch and THE ICONIC.

“Truly Deeply was a perfect fit for us as a start up. They were able to work with us from a zero base to articulate what we wanted Set That to be and reflected this so thoughtfully in our brand. We have something that reflects our business and continues to help guide our future. A true asset.” Kim Westwood, Director, Set That.

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