Responses by Headless Horse.

Background: The site design was part of a full rebrand for cosmetics brand TEAM DR JOSEPH. We tailored the site for a discerning target audience looking to make a purposeful investment in their skincare routine while supporting an enterprise with clear ambitions and ethics surrounding good business practices. The site redesign was important in communicating the heritage of the family-run business and introducing elements that communicated the nature of TEAM DR JOSEPH. Subtle adjustments—such as the increase in white space, slowing down of transitions and cleaner typography—lean toward a more considered and intentional site that reflects the care and attention behind each of the company’s products.

Design core: The core design language for the rebrand was a minimal, clean aesthetic. The rebrand wanted to communicate heritage, nature and luxury. We introduced a neutral palette inspired by the wildlife of South Tyrol, Italy, where the company’s headquarters are located. We also limited the number of patterns used throughout the site along with a strict grid system that reflected the brand’s marriage of science and nature.

Favorite details: We’re most proud of the new site flow for checking out and account management. Before working on the site, we knew this was complex and difficult to navigate. A whole new UX meant that completing a purchase was so much easier for customers.

Navigation structure: The navigation was meant to be structured by ailment and target area. We introduced rollover image features to showcase the products in each category. The navigation wanted to be traditional with small details of modernity, from custom icons and rollover links animations.

Special navigational features: We really love the new loading effect for large media, like the TEAM DR JOSEPH insignia, and the subtle rollover animations for buttons and links. But we’re not done yet! We are looking forward to the introduction of a live weather display in the website marquee to incorporate a sense of place and nature into a digital experience.