Julep's brand was ready for a facelift. It was important that the brand speak to the growing Maven subscription audience and appeal to brands like Sephora and Nordstrom who Julep was working on partnering with. The desire was to have a fashionable, modern, playful look that represented trust and high quality products.
I worked closely with stakeholders to define Julep's core values, target audience and components of the brand system that would carry over. Due to time constraints and budget, the team decided to reskin the site with updated design colors, fonts and photography. Top nav, homepage and maven pages were the only sections of the site where the UX was rethought. I helped establish look-and-feel, voice, photography style, as well as offer UX suggestions.
• Update visual brand to better target Julep's core audience
• Rethink UX to allow for a more seamless user experience
• Design a site that increases engagement and user satisfaction
• Work with new photographer to establish new photography style