All Projects

Auréline

Turning vehicle interest into higher-quality leads.

Research · UX strategy · Interaction design Prototyping · Experimentation

CLIENT

Auréline

YEAR

SERVICES

Branding

INDUSTRY

Skincare & beauty

Overview

Auréline is a premium skincare brand built around simple formulas, considered routines, and a quieter approach to beauty. The project brought its identity, packaging, and digital presence together into one refined visual system.

Auréline is a premium skincare brand built around simple formulas, considered routines, and a quieter approach to beauty. The project brought its identity, packaging, and digital presence together into one refined visual system.

The problem

The brand needed to feel elevated without becoming overly clinical or looking like every other minimal skincare label. Its visual language also had to remain consistent across packaging, campaigns, ecommerce, and future product collections.

The brand needed to feel elevated without becoming overly clinical or looking like every other minimal skincare label. Its visual language also had to remain consistent across packaging, campaigns, ecommerce, and future product collections.

Design response

Treat the experience as a set of testable hypotheses.

Rather than redesigning the form once and assuming the problem was solved, I explored variations across form length, information sequence, and interaction model.

The goal was to understand which changes actually improved conversion rather than relying on design preference alone.

Key Decisions

Reduce effort without removing useful context

I tested different amounts and sequences of information to find where additional dealership context stopped justifying the effort required from the customer.

Test visibility as well as content

Modal and slide-in patterns created different tradeoffs between prominence and continuity. Both became hypotheses to evaluate rather than subjective design choices.

Impact

The direction combines elegant typography, warm neutral tones, tactile materials, and softly lit product photography. A flexible identity system keeps the brand recognizable while allowing each product and collection to develop its own visual character.

The direction combines elegant typography, warm neutral tones, tactile materials, and softly lit product photography. A flexible identity system keeps the brand recognizable while allowing each product and collection to develop its own visual character.

Next
Title Tracker