The reflective logo in black.

A modest fashion and lifestyle brand

modest Fashion
New York
The Reflective team of 5 women sitting together on a couch.

We worked on

Brand Strategy & Positioning
Website UI / UX


We kicked off the process by auditing the existing brand. This allowed us to identify the areas that were working well from those that would require more focus and attention.

We went on to examine the way the brand was presenting themselves across their multiple platforms, seeing if all of these platforms were aligned and telling the same story. We looked at what competitors in the space were doing, exploring aspects of the brand that could be improved.

We then discussed what the client viewed as success. Would it be a website that resulted in increased brand awareness, brand affinity, increased speaking engagements, or perhaps increased newsletter sign ups?

After this, we moved on to the strategy side of things, creating a set of values, a personality, a tone of voice, and a strong mission statement for the brand.


Modesty is a mindset, not a dress code.

The Reflective was founded to empower women to dress authentically and to provide women with fashion that meets their style, budget, and individual modest needs.

An image determining the Reflective values and personality.


The Reflective website was multi faceted.

It needed to tell the company story and encourage the user to sign up to the company newsletter, while also showcasing a blog with seven diverse sections - all in a user friendly way.


Colour Palette

The colour palette needed to reflect the boldness of the brand's mission, while also representing the feminine and delicate subject of modesty.

An image showing the brand colors of green, purple, and lilac.The Reflective logo three time in a row in three different color options.

The Reflective aims to break stereotypes and foster a new and more complex understanding of what it means to be a modern, modest woman.


Once the new content was written, based on the SEO recommendations, we implemented the content into the different pages of the website.

We then presented a first round of low fidelity wireframes, which gave the client a clear understanding of the different pages and basic navigation of the site. This gave us an opportunity to get initial feedback from the client as to whether things were heading in the right direction. After implementing the feedback, we went on to create the high fidelity wireframes.

The website wireframes of the home, about us, editors note, and contact us pages.
The Reflective website newsletter signup.The Reflective website navigation menu.


Four ladies wearing fashionable outfitsTwo women standing outside a building modeling the clothes.The Reflective website on a laptop and mobile phone.The Reflective website on a desktop.The Reflective website on three mobile phones,


White quote marks in a peach circle to indicate this section is a quote.

"We are so happy with our decision to work with HiPitched. The support and resources we received while establishing our brand and purpose were terrific and the website they developed for us hits all our aesthetic and content goals.

They took the time to get to know us as people, making sure to check in with us and our satisfaction at every phase of the process.  We are excited to continue growing with HiPitched."