Background

Blossom Beauty is a luxury permanent makeup studio that offers highly specialized services in brows, eyeliner, lips, and lashes. The business had outgrown its DIY Wix site, which was riddled with usability issues and outdated content. I was commissioned to completely overhaul the brand’s digital identity and rebuild the site from scratch using Shopify, a reliable platform with strong e-commerce and scheduling integrations.

The project included:

• Brand identity refinement (logo, colors, typography)

• Full redesign of the website with a focus on conversion and mobile responsiveness

• Content strategy and copy refinement

• Custom icon design and image retouching

• Video scripting and homepage hero concept

• Implementation in Shopify with appointment, email, and payment integrations

The original site suffered from multiple issues:

• Broken links and non-functioning features (e.g., login option)

• Inconsistent formatting, typos, and placeholder text

• Generic stock images with no visual representation of the actual studio or services

• Poor mobile responsiveness and layout errors

• Critical information like refund and cancellation policies buried or missing

These issues eroded trust with visitors and made it difficult for clients to navigate, book services, or feel confident in the legitimacy of the business.

Branding & Visual Identity

TOOLS USED

Adobe Illustrator

Color Palette & Typography

The client’s demographic primarily includes women seeking high-end beauty services. We selected a muted pink as the primary color to reflect softness and femininity, paired with gold, black, and gray as accents to convey professionalism and luxury.

Logo Design

I created a series of logo explorations that played with floral motifs and monogrammed 'B' letterforms. The final selection used a clean, sans-serif typeface for legibility, surrounded by abstract petal shapes to visually tie back to the brand name.

An icon-only variation was also created for small-format applications, such as social media avatars or favicons.

The final logo incorporated modern, gold uppercase type encircled by curvy petal shapes for contrast and balance.

Website Design & Strategy

TOOLS USED

Adobe Illustrator
Adobe InDesign
Adobe Photoshop
Figma
Shopify

Discovery & Content Audit

Before diving into design, I audited the original site and led discussions with the client to:

• Understand what worked and what didn’t

• Map their workflow and client journey

• Identify key gaps in UX, content, and trust signals

Platform Migration

We chose to rebuild the site using Shopify for its secure checkout experience, integration support (especially for scheduling and payments), and reliability for service-based businesses.

Wireframes

I created responsive wireframes for the homepage, showing both desktop and mobile views. This allowed the client to visualize how multi-column layouts collapse into single-column stacks on smaller screens.

Homepage Highlights

Hero Section: Custom video showcasing the studio, services, and artist at work. Voiceover emphasizes Blossom Beauty’s artistry and credibility.

• Booking Call-to-Action: A prominent button directly below the video streamlines the conversion path.

• Services Overview: Four service categories (PMU, lashes, consultations, gift cards), each paired with custom icons and microcopy.

• Mini Policies: Bite-sized summaries of key policies (refund, payment, cancellation) below services to increase trust.

• Reviews: Verified client testimonials that link to full Google Reviews.

• Footer: Includes navigation links and deeper content such as FAQs, post-care, and terms of use.

Hero Video: I directed the concept for a custom hero video that introduces Blossom Beauty's brand and approach. I wrote and structured the voiceover to highlight:

• Studio ambiance

• Artist credentials

• Unique value propositions

• Client transformations

The video not only enhances visual appeal but also immediately builds trust and helps visitors understand what makes Blossom Beauty different.

Supporting Pages

Supporting pages were designed for clarity, conversion, and easy editing by the client.

Each service page was carefully restructured with:

• Concise, polished content

• High-quality original images

• Clear pricing and options

• Call-to-action buttons for booking

Custom Icons

I created a set of outlined icons that match the brand’s tone—elegant yet approachable. Rounded edges and black-on-pink contrast made them feel clean and feminine without being overly ornate.

Photo Touch-ups

Because visuals are critical in the beauty industry, I sourced and edited all image assets. I corrected lighting, removed excessive redness and blemishes, and adjusted skin tones to spotlight the client’s artistry without compromising realism.

Results & Takeaways

The redesigned website received glowing feedback from the client, who was especially thrilled by how cohesive and trustworthy it now felt. While I don't have direct access to analytics, the client reported:

• An increase in appointment bookings

• More traffic and inquiries through the contact form

• Positive feedback from existing and new clients

This project is a strong example of how thoughtful design, rooted in the client’s workflow, brand values, and user behavior, can transform not just a website but a business’s entire digital presence.