Through consumer interviews, market research, and user testing, we learned that people didn’t know why they were using the skincare products in their medicine cabinets. They had so many questions, and nowhere to turn for answers. By moving beyond the facial and instead leaning into skincare expertise, Heyday had the opportunity to scale in a huge way.
We created a brand system that educated users at every touchpoint. The mono typeface reinforced expertise, allowing for educational anecdotes throughout the experience. We also developed skin condition iconography that made it easy for users to identity the products best suited for their skin concerns and goals. Paired with a gender-neutral color palette, and fresh photography of both real people and Heyday members, we achieved a trust and authenticity that the skincare industry craved.
All messaging moments, big and small, were educational. We moved away from being the friendly neighborhood esthetician, and instead spoke with conviction — making the brand inherently more trustworthy. We were able to inspire consumers to take control of their skin.
We developed a site experience that made user decisions easier and fewer — replacing decision fatigue with valuable skincare knowledge throughout the experience.
The brand to turn to for skincare guidance; the benchmark business for omnichannel cohesion; the success story for scale.