Elizabeth Arden, a luxury cosmetics, skincare and fragrance comany, was accqured by Revlon at the end of 2016. Next year, the new Revlon faced a need to redesign their corporate website, in order to tell their revisited story and highlight their extended portfolio of brands. They announced a pitch among leading creative agencies of NYC.

Revlon & Elizabeth Arden Corporate Site Redesign

Challenge:

Upon a merger of the brands and their portfolios, Revlon and Elizabeth Arden were seen by their stakeholders as equally siginificant. Neither wanted to give up their authenticity for a new company's site aesthetics, so the design had to be neutral and representational for both brands at the same time. Another challenge was to introduce a full portfolio of brands, but distinquish Revlon and Elizabeth Arden as the main ones. 

Solution:

A clean and neutral UI design, that incorporates elements of both brands. I borrowed a thin-line rectangles that appear in the Elizabeth Arden logo and used it as a main stylistic element throughout the site. I used two main fonts of Revlon and Elizabeth Arden and a red color, that is common for both brands. The mix of color and black & white images and muted illustrations helped to highlight the synergy between iconic brands.

Process:

Visual design and overall stylistic was the primary concern of the Revlon team, so the process started with a presentation of 3 different directions via moodboards, that contained photography, illustration, UI and typography snippets, and represented a different percentage of color use (only black, white and red colors were suggested.) After the direction was approved, I worked on the different approaches to promote main brands in a single video, ran a experimental photoshoot and sketched fashion illustrations (yes, I often serve as a one man band.) Once the direction was set, I finalized design, based on wireframes, created by UX designer. 

My role:

I ran a design part of the pitch process, with a help of summer intern. I led the design and oversaw development of this website, later on. I collaborated with Jeremy Belcher, a freelance UX designer, on initial stage of the project. 
 

www.revloninc.com ︎︎︎

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