Led the design and development of a cohesive product and e-commerce experience for Certified, a premium beauty brand. Focused on elevating brand perception through refined packaging, improved user experience and consistent marketing execution across physical and digital touchpoints. Delivered a unified system that strengthens product visibility, enhances usability and supports conversion.
Client: Certified
Role: Senior Graphic Designer & UX/UI Consultant
Scope: Product Design | Packaging | E-commerce UX/UI | Marketing Assets | Brand Systems
Tools: Adobe Creative Suite (Illustrator, Photoshop, InDesign) | Shopify | HTML/CSS
Industry: Beauty / Consumer Goods
Process: Conducted competitive audit research to evaluate positioning, packaging trends and shelf presence within the beauty category. Redesigned the product line with a focus on premium positioning, applying a “less is more” approach through refined typography, simplified layouts and cohesive visual elements. Developed a scalable packaging system across multiple SKUs, ensuring consistency while coordinating with vendors to maintain production quality and brand alignment.
Findings: A cohesive packaging system strengthens shelf presence, reinforces brand perception and supports product differentiation in competitive retail environments.
Process: Conducted competitive audit research to identify UX patterns, navigation structures and conversion strategies within the beauty e-commerce space. Applied insights to optimize the Shopify experience by simplifying navigation, improving product discovery and streamlining the checkout process. Enhanced visual hierarchy and mobile usability to reduce friction across the customer journey.
Findings:A streamlined user experience reduces friction, improves conversion and strengthens the connection between brand perception and purchasing behavior.
Process: Developed a cohesive set of marketing assets across retail and digital environments, including large-format displays, posters and promotional materials. Applied the established brand system to ensure consistency while adapting designs to different formats and placements. Focused on reinforcing premium positioning and maintaining visual clarity across all touchpoints.
Findings:Consistent brand execution across marketing touchpoints reinforces recognition, strengthens brand perception and supports product visibility in competitive retail environments.
