ABOUT THE COMPANY
Londontown is a women-owned, family-run business based in the U.S. Londontown pays homage to our origins, a breakthrough in innovation, and a celebration of clean beauty that goes beyond a “free-of” list. The company is proud to redefine clean and lead the way in doing beauty better, thoughtfully.
NEW WEBSITE DESIGN PROPOSAL
Based on UX/UI design principles I was able to map out some user behaviors and actions in order to design a better and more engaging website interface with a completely upgrading visual aesthetic.
PROBLEM STATEMENT
Londontown website has a cluttered homepage, disconnected banners, poor navigation, product imagery and brand messaging.
SOLUTION
Redesign the website in a modern, user-friendly way that also stays true to the brand; Restructure site information architecture, design hierarchy and content.
DESKTOP
MOBILE
MENU NAVIGATION BAR
Have all product categories listed and organized under "shop tab" making the navigation simple and easy. Since the company is constantly launching products throughout the year, the "collection" category was added to the nav bar.
CATEGORY PRODUCT PAGE
A small banner was added to the top of the page giving the user a little introduction about the products. Product images were resized respecting the real sizes of the products compared to each other.
PRODUCT LANDING PAGE
The top priority was to enhance the product imagery, adding new types of photos such as Texture, problem solution, lifestyle, and main ingredients. Extra sections were added to highlight the features of the product.
REDESIGNING
OF THE MARKETING ASSETS
CHALLENGES
Implement the digital expressions of Londontown's brand in all web, email marketing design, and digital campaign execution, in partnership with the marketing and content team.
SOLUTION + GOALS
01. Recreate all visuals giving a touch of minimalist following the brand identity.
02. Improve product imagery and marketing content in order to make the storytelling more powerful and compelling.
03. Ensure the visual identity is represented across all brand touch points consistently and distinctively.
EMAIL MARKETING
BEFORE
The way the marketing assets were being created was A confusing and not visually appealing, and the storytelling was not compe
AFTER
Create emails & blog content that emphasize wellness products offered by Londontown - nail care, body care, etc.
Create customized cross-sell & replenishment flows for every collection
GROWTH OVERVIEW
+34% from Q3 2021
+70% from Q4 2020
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EXAMPLE OF NEW PRODUCT LAUNCH CAMPAIGN
The way the marketing assets were being created was A confusing and not visually appealing, and the storytelling was not compe
Website Banner
Post Cards
Social Media Posts
Email mkt
PRODUCT IMAGERY + VIDEOS
Coordinating with photographers and creative partners as needed on product imagery to support storytelling, enhance product landing pages and social media campaign goals.
Product introduction
Lifestyle - Hook
Testimonials
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LIMITED-EDITION
AND EXCLUSIVE SEASONAL PACKAGING
Some seasonal collection themes are designed specifically for retail partners. Here are two examples of collections that were launched on HSN and Anthropologie website channels for a limited time.
POP RETAIL DISPLAYS
Pop displays are designed to highlight new nail polish collections at our international retail partners. The objective here is to improve brand visibility, have a better exposure of products to stand out from the competition and enable interaction with customers helping them on their purchasing decisions.
NEW PRODUCT PACKAGING DESIGN
THE CHALLENGE
To create a visual concept that reinforced the company's clean commitment, use of botanical ingredients and also conceiving a luxurious and sophisticated ambiance through new product categories.
THE SOLUTION
The design proposal presents neutral color shades to bring refinement and expertise to the packaging, also contrasting with the black logo color. The result is a coherent solution that reinforces brand identity and increases the perceived value of the products.
