In early 2020, I collaborated with creative director Matthew Warland on the wire-framing and design of a new website for skincare brand Balm Labs; together we created a cohesive visual system that accommodated both editorial content and e-commerce.

Balm’s target audience is women who are 35 to 60 years of age and going through perimenopause, so the website needed to clearly communicate the benefits of its skincare line and establish a foundation upon which the brand could build when launching new product. The typography and layouts, particularly the product detail pages, needed to be easily digestible for a more mature customer. To accomplish this, we chose two distinct typographic pairings to visually differentiate between Balm’s two web experiences, editorial and e-commerce.