The Look Nook
The Look Nook U.S. Publisher Site Branding and Personalisation Initiative
Software used: Figma, Figjam, Photoshop, Illustrator, Lightroom, Microsoft Office, Midjourney AI,
Leadership in Brand Research
and Site Development
As the project lead for this brand creation, I initiated the process by conducting thorough brand and market research alongside a competitive analysis to pinpoint key opportunities for differentiation. I presented my findings on current trends and industry standards to the Creative Director and Marketing Director, using these insights to influence our decisions for the next stage of brand development. Collaborating closely with the Marketing Director, I began the visual creation of
The Look Nook, ensuring that each decision tied back to the brand's core principals of creating a personalised beauty experience.
Development of Comprehensive Branding Identity for The Look Nook
Utilising my competitive analysis and brand research, I developed the core branding identity for The Look Nook. This included designing a logo that aligned with the current standards of beauty-focused U.S. publishers and is optimised for all platforms (web, mobile, splash screens, and favicons). Additionally, I established the primary colour palette, font styles, and overarching branding principles that would guide the creation of future brand assets and the overall design of the site.
Personalized UX and Refined UI Design
While designing the UX of the homepage, I prioritised personalised user navigation, ensuring that each page effectively served its intended purpose. For example, the logged-out homepage was crafted to prominently feature The Look Nook's unique selling points, while the logged-in version was tailored to highlight personalised elements of the site. In developing the UI, I focused on maintaining a high-quality visual aesthetic that aligned with the company's business principles and retained a beauty-centric feel. I also ensured that all UI designs for both mobile and desktop were developed in collaboration with the tech team, adhering to technical constraints.
Brand Asset Development and Launch Oversight
Upon completing the required webpage designs for
The Look Nook, I advanced the development of
The Look Nook's social media and email assets. Within this process I oversaw the work of external designers, providing guidance to ensure that their designs aligned with our brand standards. Additionally, I created brand assets to enhance the site's personalisation features, including the development of four category icons (makeup, skin, hair, wellness) to visually guide users across social, email, and website interactions.
Establishing Email Newsletters
In designing the email newsletter for TLN, I focused on creating a design that seamlessly represented our brand while aligning with both our tech team's capabilities and the standards of U.S. email marketing. My goal was to develop a visually recognisable and engaging newsletter that embodied TLN's identity, capturing the energetic and dynamic tone prevalent in successful U.S. campaigns.
AI-Driven Image Creation for Consistent Branding
Facing stock limitations and the need to maintain a consistent image style across the site, I collaborated with our in-house AI team to develop an AI automation system powered by Make. This system utilised Midjourney to generate stock-style imagery. After extensive trial and testing, I successfully created a set of prompts that produced AI-generated images that aligned with The Look Nook brand.
Final Site Review, Timeline Management
I then created The Look Nook's first media deck, defining the overarching style of the brand and ensuring alignment with all brand assets. During this phase, I also collaborated with an external animator, overseeing the creation of brand templates to ensure they aligned with the The Look Nook's brand identity.
Final Site Review, Timeline Management
I conducted a final review of the site and provided the tech team with feedback on necessary improvements to elevate the user experience. I also allocated timelines for both the tech and content teams to ensure that the site would be ready for the sales demo launch date. Additionally, I reviewed the social and content teams' assets to ensure consistency in tone of voice and style with our brand principles.
The site is set to go live later this year however the landing page is now live here.
