led brand and digital experience for gemi beauty, focusing on transforming existing assets into a more dynamic, storytelling system across the homepage and key touch points.
the goal was to define the initial brief, developing visual direction, introduce motion and layered storytelling, propose homepage wireframes and future shoot concepts to expand the brand’s digital presence.
concept: from static to sensorial
art direction: puteri cardinale
photographer: georgia nerheim
strategy
identified opportunities to improve engagement and conversion through:
introducing motion and interactive elements across key modules
restructuring homepage layouts to reduce scroll fatigue
clarifying CTAs for stronger purchase intent
adding lifestyle and educational modules to contextualize product use
highlighting bundles and discovery sets to increase AOV
execution
created a series of homepage concepts, module designs, and visual explorations including:
hero imagery and product modules
motion and layered composition concepts
ingredient and scent storytelling layouts
future-facing homepage wireframes and UX recommendations
future direction
proposed long term enhancements including educational content, lifestyle modules, and discovery sets to deepen customer understanding and expand product engagement.
the brief & direction.
approach
the client asked to focus on enhancing existing assets rather than recreating them in a new shoot. I pitched introducing motion, layering, and graphic elements to create a more engaging and elevated visual language.
explored how storytelling, sensory cues, and lifestyle context could be integrated into the brand experience to strengthen emotional connection and perceived product value.
art direction
the direction leaned into a clean but expressive visual system combining product photography with textures, ingredient storytelling, and subtle motion.
inspirations pulled from fragrance and luxury beauty, translating “sensorial” elements like scent, texture, and rituals.
