I-ELLA is an invitation only marketplace where visitors can buy, borrow, swap and bid on clothing and accessories online. A percentage of each sale goes to a charity of the buyer's choice. Celebrities such as Veronica Webb and Whitney Port open up their closet for weekly auctions. PS was selected by Ella, the founder, to bring her concept to life through the brand identity and website. PS developed all design and the infrastructure of the website as well as brand positioning and supporting marketing materials – e-newsletters, InStyle launch party collateral, promotional movie for potential investors and celebrities, etc... The site was launched during the 2010 Fashion Week and has been recognized and lauded for its innovative concept and style by the fashion community.