I directed my team through work to evolve cosmetics brand Morphe’s retail site in stages as they prepared to launch a total reimagining of the brand. My Happy Cog team was brought onto the project after Morphe had already engaged Design Army to rebrand.

Our goal was to provide digital expertise, recommendations, and brand application that increases sales, creates a consistent and growing design system, and provides consistent parity with in-store touchpoints.

We prioritized quick wins on key pages to boost e-commerce sales, focusing on product detail pages at first and then optimizing and polishing key features to fit in with primary competitors Glossier, Haus by Lady Gaga, Rare Beauty, and e.l.f., among others.

The new brand’s subsequent product launches gave us more opportunity to expand the visual language and design system for editorial content and campaigns.

We translated the brand into digital contexts, like type scales, accessible color palettes, and finding the right balance of personality and utility across the digital experience.

We continued to grow the brand and account while refining and pushing the site, creating new pathways to core content, and ultimately increasing conversions. As the design director and lead on this account, I successfully navigated the challenges of working with an outside third party to earn Morphe’s trust and become an integral extension of the brand’s digital team.