Brand Refresh
I led a brand refresh for KB Beauty Skin, supporting the evolution of brand identity, visual direction, and messaging to better align the brand with its audience, category positioning, and growth goals.
Context
Problem
KB Beauty Skin’s visual identity and messaging lacked cohesion and differentiation within a crowded skincare market, making it difficult to clearly communicate the brand’s value, aesthetic, and positioning to its target audience.
Insight
In skincare, consumers connect most with brands that feel elevated, intentional, and consistent across visuals, tone, and storytelling—where aesthetic reinforces credibility and product philosophy.
Strategy
Refresh the brand identity by clarifying positioning, refining visual direction, and aligning messaging into a cohesive system that elevated the brand’s aesthetic while remaining accessible, authentic, and audience-driven.
Execution
I supported the KB Beauty Skin brand refresh by developing foundational brand guidelines that clarified visual identity, voice, and aesthetic direction. This included defining typography systems, color palettes, tone of voice, and key messaging pillars to ensure consistency across digital touchpoints. I built detailed moodboards informed by competitive analysis and category research to align the brand’s look and feel with modern skincare standards while maintaining a differentiated, elevated aesthetic.
These brand assets were translated into early web design direction, using market research and audience insights to inform layout, hierarchy, and visual storytelling. By grounding design decisions in both brand strategy and consumer expectations, the refreshed identity provided a clear framework for future website development, content creation, and digital marketing execution.
Results
Using Figma, I delivered a refined, cohesive website design spanning 14 pages, including product, collection, and brand storytelling layouts. I redesigned the site structure, navigation, and visual hierarchy to align with the refreshed brand identity while improving clarity, consistency, and the brand’s premium digital presence.
I grounded design decisions in brand guidelines, market research, and audience behavior, ensuring the website reflected both category expectations and KB Beauty Skin’s positioning. The result was a scalable web foundation to support future content, product launches, and integrated marketing efforts.