Lead Design Director at Xenopsi, a NYC growth consulting agency — leading UX, brand and campaign creative for Formulae Prescott, a UK skincare brand, across web, email and paid social.
Formulae Prescott had built a cult product in Tri-Balm — but the site and content around it hadn't caught up.
Founded by two sisters as the brand behind the "skinimalism" movement, Formulae Prescott's 3-in-1 Tri-Balm had real momentum — press coverage, awards, a loyal following. But the website's UX wasn't converting that attention into sales, and the brand's social and campaign presence was inconsistent.
The challenge was bringing the site, campaigns and social presence up to the same level of craft as the product itself.
As Lead Design Director at Xenopsi, I led UX, visual design and creative direction across Formulae Prescott's digital presence.
That meant redesigning the website and optimizing their Shopify store for a stronger user experience and better conversion, and designing every email campaign end to end.
I personally designed the email campaigns and paid social creative each week, and signed off and managed the product photoshoots that fed every campaign — supported by a small in-house team, an Art Director and two designers, on production.
UX audit, redesign and Shopify optimization for stronger conversion.
Signed off and managed every product and campaign shoot.
New Facebook and Instagram ad creative, every week.
Designed every email campaign, end to end.
The redesign and campaign work translated directly into sales — and the press attention followed.
