Lead Design Director at XenoPsi, directing UX, brand and campaign creative for Formulae Prescott across web, email, and performance marketing.
Formulae Prescott had built strong momentum around its 3-in-1 Tri-Balm: press coverage, awards and a loyal following. But the website wasn't converting that attention as effectively as it could, and the brand's social and campaign presence lacked consistency.
The challenge was to bring the digital experience up to the same level of craft as the product itself—turning existing brand attention into a stronger path to purchase.
At XenoPsi, I led UX, visual design and creative direction across Formulae Prescott's digital presence—from the Shopify experience to the creative work driving people into it.
I redesigned the website and optimized the Shopify store for conversion, while establishing a cohesive creative approach across the brand's digital touch points.
With an Art Director and two designers supporting production, I curated photography from multiple photographers and shaped how it was used across campaigns, social and digital. I also designed the brand's weekly email campaigns and social creative end to end.
UX audit, site redesign and Shopify optimization focused on improving the path to purchase.
Curated photography from multiple photographers and shaped its use across campaigns, social and digital channels.
Designed weekly social and performance creative, maintaining a consistent visual language across organic and paid channels.
Designed weekly email campaigns and lifecycle creative, carrying the brand through the customer journey.
The redesign and ongoing creative work drove a 30% increase in DTC sales within three months, alongside continued industry recognition and press coverage.
