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

Londontown-Home.jpg

MOBILE

Home_Londontown-Mobile.jpg

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.

Home_Londontown-Menu-Navigation.jpg

CATEGORY PRODUCT PAGE

Small banner was added to the top of the page giving the user a little introduction about the products. 
Products images were resized respecting the real sizes of the products comparing to each other.

Londontown-Category.jpg

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 was added to highlight the features of the product.

Product_Page.jpg

REDESIGNING
OF THE MARKETING ASSETS

CHALENGES

Implement the digital expressions of Londontown's brand in all web, email marketing design and digital campaign execution, in partnership with 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

Old-Email.jpg

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

Pedikur-Banner-02.jpg

Post Cards

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Pedikur-back-Post-Card-6x4inch.jpg

Social Media Posts

Pedikur-Social-Post.jpg
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Pedikur-Media-Post-2.gif
Lifestyle.jpg

Email mkt

Pedikur-Lauch-Email.jpg

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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Pink-Nail-Concealer-Dark-Skin-04_1_1800x1800.jpeg
Flashback - Life style images - 1x1 (1).jpg
Cabana Boy - Life style images - 1x1 (4).jpg

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.

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Spring-22---BOX-3mini-page-1.jpg

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.

Pop-Display-mockup-neutral.jpg
Pop-Display-mockup-summer.jpg

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. 

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Body-Conditioner.png
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product-box-mockup-02.jpg