COMPANY
Hollywood Beauty
Role: Creative Director + Interaction Designer
Research: Audited legacy site analytics to assess pain points; conducted visual preference testing on iconography and motion.
Leadership: Directed redesign across product pages, collaborated with photographers and animators for asset creation.
Execution:
Built a library of branded GIFs to improve product storytelling.
Designed custom icons and simplified UI for faster browsing.
Impact:Increased time on product pages by 65%
Raised product click-through by 37%
Graphics and Imagery
Created custom graphics and incorporated the photoshoot images to enhance the website’s visual appeal.
Iconography
I developed a set of custom icons to represent key features and services of Hollywood Beauty. These icons were designed to be visually consistent with the brand’s aesthetic, providing clear and immediate visual communication for website visitors.
Photoshoot Direction
Planning and Coordination: Scheduled and coordinated all aspects of the photoshoots, including location scouting, styling, and makeup.
On-site Direction: Provided on-site direction during photoshoots to ensure the desired visual outcomes were achieved.
Post-production: Oversaw the editing and retouching process to produce high-quality images.
Animated GIFs
I designed animated GIFs to add dynamic visual interest to the website. These animations highlight key features and promotions, making the user experience more engaging and interactive.
Website Layout
I designed an intuitive and visually appealing website layout that aligns with the brand’s aesthetic.
Functionality
Ensured that the website design includes user-friendly navigation and interactive elements to improve the overall user experience.
Conclusion
I led the end-to-end creative direction for the Hollywood Beauty website redesign, guiding the project from concept through execution. This included model sourcing, photoshoot art direction, and the design of digital assets that brought the brand’s story to life. The result was a cohesive, visually engaging site that elevated Hollywood Beauty’s online presence and reflected their commitment to quality, style, and consumer connection.