About
Smith is more than just a beauty brand; it’s a force for change. They go beyond selling makeup and brushes by inspiring and supporting every inspired individual or makeup artist’s unique journey.
Challenges
Smith was challenged with how to define their target audience, and how to redirect their current brand impression into a more authentic, bolder, rebellious, and creative expression of who they are. The biggest hurdle was Brand Positioning and afterwards Art Direction/ Creative Strategy, where we took them on a journey to discover their resonance with their target audience.
Project Details
Industry:
- Cosmetics/ Beauty
Markets:
- B2B, E-Comm, Retail
Website:
Services:
- Brand Strategy / Positioning
- Creative Blueprint
- UX/UI Web Design (Shopify)
- Web Implementation
- Social Collateral
Re-defining What It Means to Rebel
Smith always saw themselves as a rebellious force in the beauty industry—but their branding told a different story. Their mission? To shift the focus from perfection to authenticity. Through a detailed Brand Strategy and deep customer insights, we helped them define their true identity, providing a creative blueprint that became the foundation for bold, strategic design.
Their website was holding them back—it lacked inspiration and failed to deliver a seamless buying experience. We reimagined their digital presence, creating a site that not only captivates and engages but also streamlines the customer journey for a frictionless shopping experience.
Creative Blueprint Development
We began with Creative Blueprint Development, the first step in bringing their brand positioning to life visually. Through an in-depth exploration of brand archetypes, we identified the elements that would resonate most with their audience. From there, we crafted custom imagery and experimented with fonts and colours—all tested to ensure the final direction perfectly captured Smith’s bold, rebellious, and authentic identity.
UX & UI Design
In redesigning their website, we focused first on how information was structured and presented, ensuring a seamless user journey that guided visitors effortlessly toward their goals. Leveraging our expertise in user experience and conversion strategy, we developed wireframes that optimized content flow and product presentation, creating an intuitive, engaging experience that invites exploration and simplifies navigation.
With the wireframes finalized, we moved into custom design, bringing Smith’s Creative Blueprint to life. Every visual element—from layout to typography and colour—was carefully crafted to align with their bold, rebellious, and authentic brand identity, ensuring a seamless blend of aesthetics and functionality.
Implementation
A before and after look at Smith’s website design shows their transformation from one look and feel to their desired brand identity.
Social / Video Collateral
Our team produced custom videos designed for seamless integration across Smith’s website and social media channels. These visually striking videos enhance engagement, showcase their brand personality, and create a cohesive digital experience, reinforcing their bold and authentic identity.
Impact
Smith Cosmetics underwent a complete transformation, from repositioning and rebranding to refining their identity—all in close collaboration with their founders. This strategic overhaul elevated their marketing efforts, helping them hit competitive targets during peak seasons while instilling a renewed sense of confidence and pride in their brand’s aesthetic and website.
Now, It’s Your Turn!
Reach out today to start your transformation.
