Effortless California Beauty
Youngblood Mineral Cosmetics
Youngblood is an international beauty brand specialising in delivering high-end mineral makeup products. With a focus on transforming the digital experience, this project involved a complete brand refresh aimed at consolidating assets and delivering a more cohesive online presence across all digital touchpoints.
Youngblood is an international beauty brand specialising in delivering high-end mineral makeup products. With a focus on transforming the digital experience, this project involved a complete brand refresh aimed at consolidating assets and delivering a more cohesive online presence across all digital touchpoints.
A deep dive and discovery into current state resulted in the delivery of a style guide that consolidated assets and redefined the way in which customers engage with Youngblood online. A secondary typeface was introduced to better support readability and legibility. Supporting brand colours were pulled from nature (previously only black and white were specified). Vision, beliefs and tone of voice were consolidated and enhanced to cohesively communicate the brand position and break through to the YB target audience.
A deep dive and discovery into current state resulted in the delivery of a style guide that consolidated assets and redefined the way in which customers engage with Youngblood online. A secondary typeface was introduced to better support readability and legibility. Supporting brand colours were pulled from nature (previously only black and white were specified). Vision, beliefs and tone of voice were consolidated and enhanced to cohesively communicate the brand position and break through to the YB target audience.
The website redesign aims to improve the end-to-end experience - understanding how customers search and explore (including expert advice) and ultimately delivering a streamlined payment experience. The updated website is also designed to understand and consider customer needs by offering personalised recommendations post-purchase to encourage repeat engagement.
The website redesign aims to improve the end-to-end experience - understanding how customers search and explore (including expert advice) and ultimately delivering a streamlined payment experience. The updated website is also designed to understand and consider customer needs by offering personalised recommendations post-purchase to encourage repeat engagement.
A mobile-first design ensures an optimal experience for a smaller display.
Each aspect of the site is designed to be visually aspirational representing the ‘effortless California beauty’ mantra. Large imagery and bold typography is set against sweeping California landscapes. Products are supersized and soar across the screen. A recommendation tool bridges the gap between in-store consultation and digital search and explore.
Each aspect of the site is designed to be visually aspirational representing the ‘effortless California beauty’ mantra. Large imagery and bold typography is set against sweeping California landscapes. Products are supersized and soar across the screen. A recommendation tool bridges the gap between in-store consultation and digital search and explore.
A focus on delivering a cohesive Social Media feed resulted in a series of templated posts that could be peppered throughout to provide structure. A photography filter was introduced to maintain image consistency - especially for those submitted by customers (it was very important to YB to use real world examples of their products on their customers). Videos were also created to promote product / services.
A focus on delivering a cohesive Social Media feed resulted in a series of templated posts that could be peppered throughout to provide structure. A photography filter was introduced to maintain image consistency - especially for those submitted by customers (it was very important to YB to use real world examples of their products on their customers). Videos were also created to promote product / services.
