Product discovery · Brand & editorial design
WhatAFind
A Canadian product catalogue and blog connecting finds from social videos to product guides and retailer links.
WhatAFind began as a way to find the products featured in social videos. Its development moved through a shopping journal, an Atti-led editorial identity, and a return to a catalogue with a separate Blog.
Who owned the site, who supplied the content, and who would maintain it had become separate questions.
From a video to the product.
The original brief was a mobile-first catalogue for Canadian shoppers, with product images, short descriptions, and clearly labelled retailer links. Product guides added space to explain the finds before someone leaves to shop.
An identity that shaped the interface.
The daisy logo led the site into plum, cream, and yellow, with Fredoka headings and Lexend body text. The Journal and Atti phase became part of the development story; that personal material was later separated from the active catalogue.
A working catalogue needs a working process.
The first log follows September 16–26: the initial build, visual iterations, editorial experiments, and the practical work of identifying products, maintaining links, and deciding who would run the site.
A closer look
Inside WhatAFind
