We elevated the brand with a refreshed color palette, new type hierarchy, and a messaging overhaul. We introduced new elements that were necessary to take the brand from physical to digital — such as iconography, digitally-optimized colors, robust UI, and succinct, hard-hitting language.
Skincare is a crowded category, but Obagi had a legacy that could rise above the noise. Messaging focused on efficacy and results, communicating the transformation that consumers could expect. We proved all language with clinical trials, before/after photos, and testimonials to further instill trust in the brand.
The site needed to account for both the B2C and B2B legs of the business. The B2C experience educated consumers about the Obagi difference, navigating them to their skin concerns to product selection to checkout. We also introduced subscription. The B2B experience accounted for wholesale ordering, education, shop-level resources, and more. It was imperative to seamlessly connect various platforms through a front-end user experience.
A connected B2B and B2C site experience; the name to know for clinically-proven, dermatologist-developed skincare; a globally-renowned, clinical skincare brand.