Collection landing pages
Project type
Design - Build - AI
Client
Pink Gellac
Role
Designer - Developer
Timeframe
Days per content
Over the course of several campaigns, I designed and developed a series of custom landing pages supporting different marketing and commercial objectives. While each page served a unique purpose, they were all based on the same goal of communicating value quickly, support conversion, and maintain a cohesive brand experience across all channels and screens,
Designs were first made in Figma before being translated into production using AI-assisted development, allowing me to take ownership of the project from concept through implementation.
Brand awareness
Design a campaign landing page that showcases Pink Gellac's product range, reinforces brand positioning, and encourages users to explore multiple product categories before purchasing.
What was the goal?
The objective was to create a dedicated brand destination that establishes a stronger first impression before users enter the shopping journey. The page brings together the brand's values, product philosophy, quality standards, and product ecosystem into a single narrative, helping users understand not only what Pink Gellac offers, but why it exists.
What problem was it solving?
The experience needed to transform that information into a clear narrative that answered the questions new customers naturally have: Who is this brand? What makes it different? Which products are right for me? Why should I trust it?
What were the design decisions made?
The page was designed to fill that gap by bringing together everything that previously lived across the site into one cohesive experience. The product range was introduced as an ecosystem, which helps explain where each category fits within it. This gives visitors a broader understanding of the brand and helps them make more confident decisions.
Equally important was demonstrating why customers trust Pink Gellac. Product quality, safe formulas, extensive testing, customer feedback, media recognition and collaborations are presented as different expressions of the same story instead of isolated marketing claims. The intention was to build credibility gradually, allowing trust to emerge through the overall experience rather than relying on a dedicated "trust" section.
Because the page combines a significant amount of information, the visual design deliberately alternates between larger editorial moments and more compact, modular sections. This creates a steady reading rhythm, making the content approachable while keeping the experience flexible enough to accommodate future additions as the brand continues to evolve.
Store activation campaign
What was the goal?
Pink Gellac wanted to increase foot traffic to its Colour Boutiques by introducing an accessible, low-cost nail treatment that gave customers a first-hand experience of the brand. As part of a broader store activation campaign, I designed a dedicated landing page for the new activation.
The landing page served as the primary conversion touchpoint within the campaign, and the main and only place where customers could book an appointment. Organic social content drove awareness, while the landing page needed to turn that interest into bookings before customers continued into the in-store experience and post-purchase CRM journey. Success depended on creating a frictionless booking experience while clearly communicating the value of each service.
What problem was it solving?
The challenge was to introduce a completely new service offering within a brand primarily associated with at-home nail products, while creating a frictionless path to booking. Users needed to quickly understand the available treatments, pricing, duration, and what to expect before deciding to visit a boutique.
I also reworked the booking experience, replacing a long, static list of locations with a dynamic drop down menu where selection is made by city and then service.
What were the design decisions made?
The page was structured around the customer's decision-making journey, introducing the service before guiding users towards booking. Key information such as treatment options, duration, pricing, and what to expect is presented progressively to support informed decisions, while authentic boutique photography reinforces the in-store experience. On mobile, the layout was simplified into a single-column flow that maintains the same hierarchy while prioritising readability and quick access to booking.
Storytelling through hierarchy
Content is organised to gradually answer key customer questions. This creates a more cohesive journey than a conventional e-commerce page.
Reusable promotional modules
The page was built using modular content sections that could easily accommodate future treatments, campaigns, or offers without requiring a complete redesign, giving marketing teams greater flexibility over time.
Supporting an omnichannel campaign
The landing page was designed as the conversion touchpoint within a larger acquisition strategy, connecting social campaigns with an in-store experience and supporting long-term customer retention.
Seasonal / Campaign Landing pages
What was the goal?
Pink Gellac consistently launched strong seasonal campaigns with distinctive creative direction, photography, and storytelling. However, these launches were presented through standard product listing pages, making it difficult to communicate the narrative and personality behind each collection.
Rather than leading users directly into product grids, the pages were designed to introduce the inspiration behind each launch, showcase the collection as a whole, and create a more engaging entry point into the campaign before users began shopping.
What problem was it solving?
The challenge was to translate rich campaign content into an experience that supported both storytelling and commerce. The experience needed to give each collection its own identity while maintaining a familiar shopping journey, allowing users to discover the story behind the products without adding unnecessary friction.
What were the design decisions made?
Rather than designing a single template, we treated each collection as its own experience. While the underlying structure remained consistent, every landing page was tailored to the campaign's creative direction, priorities, and content, ensuring the experience reflected the personality of the collection rather than forcing it into a fixed layout.
Because this was a new addition to the storefront, each launch also became an opportunity to iterate. We experimented with different content modules, layouts, merchandising strategies, and interactive elements to understand how customers engaged with campaign content and what best supported both discovery and conversion.