In order to create a website that both reflected the new brand identity and expanded upon the potential that the guide provided, I placed my focus on typography, layout, cohesion, consistency and flow. I was able to utilize my background in psychology and understanding of instinctual cognitive processes to create a user-friendly, simple, concise website and directory structure that facilitates ease of comprehension.

The final website designs utilize simplicity in both color palette and layouts in order to present the information in an aesthetically pleasing, clean, professional, chic, innovative and elegant manner. The use of the beige/ sand tone as a compliment to the black and white stripes provided a slightly softer, warmer edge to the design. This element also plays with the gold accent color and warm undertones of the photography in order to evoke a less conventional and stark sentiment. I curated the photo selection that appears on the website mockups to serve as a guide for LA Beauty’s photographer to utilize when shooting all of the new location imagery. The new location photography is being composed simultaneously to the development of this website. This will facilitate a website launch with updated / accurate imagery that reflects this new curated lighting, tone, energy, texture, and scale. The dynamic elements and animations were utilized to add emphasis to specific layouts, create visual interest, and guide the users eye intentionally.

Adobe Illustrator | Adobe Photoshop | Figma