Project overview
UCOLOR is the official supplier and reseller of Philip Martin's, a high-end professional cosmetics and luxury beauty products. They needed an online store that sells both to everyday customers (B2C), and professional business clients (B2B). The brand had no prior presence. I had to build their brand foundation from the ground up.
The challenge
The main challenge was figuring out how to balance wholesale buyers and retail customers in a clear way. I designed and developed their online business with the two distinctive vertical - one at a time. I defined the different user groups and their unique needs, such as opening of account, purchase of products, returns and re-orders, up-sale and promotions.
Logo & colours that inspire
Because I was establishing their visual identity from day one, I decided on earthy tones to convey the brand use of natural ingredients. The muted brown gives the brand a premium and established, yet calm feel, while the bright orange acts as a intuitive guide, pointing users directly to where they need to click or buy.
Brand positioning & content hierarchy
When the audience is a mix of customers and businesses the site navigation has to be able to handle without any user ambiguity where they are and for whom this section is for. I simplified the menu for regular customers while upon login the system knew who the user is based on credentials and displayed the relevant content for distributors. I kept the copy straightforward and focused on product value to build immediate trust and credibility needed for a brand-new business.
SEO optimisation, keywords strategy
Since nobody was searching for their brand name yet, we couldn't rely on direct traffic. I built the site's architecture around specific beauty problems, high ranking and niche keywords, long keywords that people already Googled. With strong keyword foundation even before launch, this new business can compete and bring in organic traffic much sooner.
