Typsy Beauty
A conceptual beauty brand with a narrative of its own, one that extends beyond the product. From email marketing to website experience, every touchpoint was shaped with fastidious intent to reflect a cohesive brand narrative.
Painting a New Identity– A Makeover of Typsy Beauty's Digital Aisle
Industry
B2C, Beauty & Cosmetics
Team
Ocularity Analytics
Role
Senior Visual Designer
Typsy Beauty partnered with Ocularity Analytics to establish a full-funnel digital ecosystem including end-to-end e-commerce setup, Shopify website design, deployment, management, and email marketing. My team led all design-led initiatives, spanning digital identity, style guides, and user interface design.
Brand, Audience And Market Foundations
Brand Positioning And Values
As a homegrown, conceptual beauty brand, Typsy Beauty sets out to make a mark on the world, one 'dramatic' makeup look at a time. They demystify dramatic looks by bridging the gap between high-concept makeup and everyday glam. Every creative touchpoint reflects this core ethos: boundlessly dreamy, yet dramatic.
Client Insights
While Typsy Beauty has seen steady revenue growth, early conversations surfaced potential to strengthen its online presence by addressing bounce rates and improving conversion flows. Subsequent deep-dive sessions helped identify critical features, functional priorities, and aspirational benchmarks.
Brand, Audience And Market Foundations
Brand Positioning And Values
As a homegrown, conceptual beauty brand, Typsy Beauty sets out to make a mark on the world, one 'dramatic' makeup look at a time. They demystify dramatic looks by bridging the gap between high-concept makeup and everyday glam. Every creative touchpoint reflects this core ethos: boundlessly dreamy, yet dramatic.
Client Insights
While Typsy Beauty has seen steady revenue growth, early conversations surfaced potential to strengthen its online presence by addressing bounce rates and improving conversion flows. Subsequent deep-dive sessions helped identify critical features, functional priorities, and aspirational benchmarks.
Market And Competitor Analysis
We conducted an audit of both direct and aspirational competitors like Glossier, Fenty Beauty, ILIA, Gush, and Makeup by Mario to identify opportunity gaps. Narrative-led content architecture and intuitive shade-matching journeys emerged as key differentiators.
Target Audience Establishment
Typsy Beauty speaks to a new wave of consumers who view makeup as a form of storytelling. Their core audience? Gen Z dreamers with a sharp eye for design, and a desire to stand out. Typsy's multifunctional, high-quality product line answers that call. Our digital transformation aimed to showcase Typsy's passionate community.
Market And Competitor Analysis
We conducted an audit of both direct and aspirational competitors like Glossier, Fenty Beauty, ILIA, Gush, and Makeup by Mario to identify opportunity gaps. Narrative-led content architecture and intuitive shade-matching journeys emerged as key differentiators.
Target Audience Establishment
Typsy Beauty speaks to a new wave of consumers who view makeup as a form of storytelling. Their core audience? Gen Z dreamers with a sharp eye for design, and a desire to stand out. Typsy's multifunctional, high-quality product line answers that call. Our digital transformation aimed to showcase Typsy's passionate community.
Design And Experience Strategy
UI/UX and Site Structure Planning
While Typsy's digital ecosystem sought a transformation that was soft and ethereal, the attitude was anything but. We approached the digital transformation through a modular design lens—emphasising scannability, visual storytelling, and seamless navigation across screens and sessions. A mobile-first approach took precedence...
Style Guide Establishment
At the heart of Typsy Beauty's digital expression was a comprehensive guide, an invisible thread stitching every interface into a seamless narrative. Marrying typographic systems, spatial hierarchy, responsive scaling, colour theory, and grid structure, their style guide ensured coherence across touch-points.
Design And Experience Strategy
UI/UX and Site Structure Planning
While Typsy's digital ecosystem sought a transformation that was soft and ethereal, the attitude was anything but. We approached the digital transformation through a modular design lens—emphasising scannability, visual storytelling, and seamless navigation across screens and sessions. A mobile-first approach took precedence...
Style Guide Establishment
At the heart of Typsy Beauty's digital expression was a comprehensive guide, an invisible thread stitching every interface into a seamless narrative. Marrying typographic systems, spatial hierarchy, responsive scaling, colour theory, and grid structure, their style guide ensured coherence across touch-points.
Visual Direction and Design System
Great design is not just visual, it is visceral. Typsy's digital transformation was shaped by the principles of neuroaesthetics and experience design. By prioritising human response over aesthetics, we crafted experiences that leave a mark, spark memory, and ripple far beyond a single scroll or click. This ethos informed every...
Tech, Performance and Functionality
Collaborating closely with the dev team, layout behaviour and navigation logistics were mapped meticulously across breakpoints to ensure stability across devices. Front-end assets were optimised for performance: lazy-loading was used where applicable, media was compressed without loss in quality, and animations were kept lightweight to maintain smooth transitions.
Visual Direction and Design System
Great design is not just visual, it is visceral. Typsy's digital transformation was shaped by the principles of neuroaesthetics and experience design. By prioritising human response over aesthetics, we crafted experiences that leave a mark, spark memory, and ripple far beyond a single scroll or click. This ethos informed every...
Tech, Performance and Functionality
Collaborating closely with the dev team, layout behaviour and navigation logistics were mapped meticulously across breakpoints to ensure stability across devices. Front-end assets were optimised for performance: lazy-loading was used where applicable, media was compressed without loss in quality, and animations were kept lightweight to maintain smooth transitions.
Website As The Canvas
Typsy Beauty's digital transformation demystifies dramatic makeup looks by making them approachable and wearable, bridging the gap between high-concept makeup and everyday glam. The result? Dwell time soared. Bounce rate plummeted. The sleek new website wooed with its user-friendly design.
Typsy Beauty's digital transformation demystifies dramatic makeup looks by making them approachable and wearable, bridging the gap between high-concept makeup and everyday glam. The result? Dwell time soared. Bounce rate plummeted. The sleek new website wooed with its user-friendly design.
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