We were tasked with creating the new Lucia Magnani website to support the UK launch of this luxury Italian skincare brand. The objective of the site was to educate users about Lucia Magnani’s inspiration, scientific research and the ethos behind the 6 cosmetic products.
We started the project with a thorough research phase, running workshops and collaborating with the client to define the brand’s online presence, core messaging and visual style. Our ambition was to create a dynamic, considered website with a tone of voice reflecting both the scientific and luxury aspects of the brand.
By teaming up our UX, design and development functions from the start of the project, we were able to hero the content we created, taking the user on a journey to learn, understand, browse and engage with the products and brand.
The clean, classical design is supported by elements from nature and scientific research and the concept of Ben Essere (well being), with a light colour palette and a fresh feel around the people and products. Combined with the luxury tortoise shell pattern and gold and cream colours from the packaging, we formulated a web friendly application of the brand that is also accessible to the target audience.
The horizontal scroll differentiates the brand from its competitors in the luxury beauty market, while subtle animation and parallax effects add energy and depth to the site.
The website has now set the digital tone of voice, UI guidelines, creative direction, videography and photography style for the brand.
- Responsive website
- Animated .GIF visuals
- UX and copy brief
Following the success of the website launch we’ve embarked on a 6 month social media project with the Lucia Magnani team, to deliver the strategy, ongoing content creation and management of all social channels in the UK.