Duration: 6 Months
HALEYS Beauty is dedicated to substantiating their good-for-skin ingredients with extensive research and science. However, a lack of consumer-facing education and brand equity was leading to decreased conversion rates. Upon receiving new brand guidelines, I worked closely with my design director to enhance the website's look and feel to align with these updates. Given HALEYS' limited resources for producing new content, the challenge was to educate customers effectively using minimal visual assets.
The objective was to infuse a minimalistic aesthetic with subtle references to science. Ample white space and intricate line-work were essential in achieving this look and feel. The typography and color palette were chosen to evoke a clinical impression. The underlying grid structure mirrors the organization of the periodic table without being overly literal. Unexpected motion elements mimic nucleic activity, subtly referenced in HALEYS product packaging.
In the module below, scrolling down reveals a circular arrangement of the product. The circle in the lockup’s negative space, a recurring symbol in their marketing materials, was integrated to reinforce brand storytelling. This interaction was designed to be both educational and engaging. Additionally, we aimed to create a flexible module adaptable for various product launches with diverse shade ranges.
HALEYS Beauty & Elva
Peter van Dam
UI Support
Kelly Quesnel
UX Support
Miranda Rose Othberg