DevaCurl
DESIGN, ART DIRECTION
Brand refresh, art direction and website re-platform for DevaCurl.
I worked with the team at thelab to define a new visual direction, maintaining an homage to the heritage brand while updating the look and feel for the current ecommerce landscape.
Our goal was to transform devacurl.com from a transactional and promotional site to a destination for guided shopping through education and content. The new site reported an increased conversion rate of 33% on desktop and 90% on mobile. New visitor conversion also increased by 20%.
COLOR & TYPOGRAPHY
We narrowed down DevaCurl's existing color palette to three bold colors that spanned the entire site.
ART DIRECTION
We worked with DevaCurl to established best in class photography practices for the new DevaCurl site across lifestyle, product, product launches, how-tos, etc.
Because every head of curls is unique, we wanted to set the standard that any person with curly hair could look at DevaCurl and find someone to identify with.
Product imagery is always shot with bright, morning lighting while the DevaCurl color palette is brought in through propping.
WEBSITE
The e-commerce website is rich with imagery and curl education for a guided shopping and content experience.
We focused on balancing the shopping experience with storytelling and education. This way, all transactions are supported with an informative and engaging user experience while also balancing promotional needs and driving SEO.
We wanted devacurl.com to be a one-stop-shop for how-to videos, tips & tricks and product information to showcase the brand's expertise in the space and empower customers. While this content is found throughout the site, there is also a dedicated curl 101 section to house additional content.
The curl quiz on the DevaCurl site is one of the most trafficked parts of the site and a large driver for customer acquisition. We focused on a simple flow, rich with imagery and easily scannable icons to learn about each customer and guide them to personalized results with product benefit information.
