Website Redesign · Digital Art Direction

Impress Brand Relaunch

A new digital expression, from first impression to product discovery.

Pre-launch · Website design completed; not yet live

Meet the new Impress — redesigned green product packaging and launch visual

Project Overview

Impress Brand Relaunch — Website & Digital Experience

Role: Web & Digital Designer
Website redesign & digital visual direction
Status: Pre-launch
Scope: Website & retailer touchpoints
Deliverables: Website, infographics, Amazon, Walmart, Target & TikTok Shop

The Challenge

Translate the Impress rebrand into a cohesive digital experience, introducing the refreshed brand while making its products, fit, and benefits easy to explore.

My Approach

Redesigned the desktop and mobile shopping journey around a clearer brand introduction, a richer best-seller carousel, franchise shortcuts, occasion-led discovery, community, and rewards. Shaped the digital visual direction through motion, model wear shots, product imagery, typography, and a consistent color palette.

The Deliverable

A coordinated set of website designs prepared for the relaunch. The work shown here is pre-launch design; the redesigned website is not yet live.

The Transformation

01 / BEFORE & AFTER

From a campaign-led storefront to a brand-led shopping experience.

Scroll inside each browser to compare the complete homepages.

Current Impress website: navigation and Halloween campaign hero — Seasonal banner → four featured best sellers shown as nail tips → four image-led subcampaigns → rewards.

Redesigned ExperienceWebsite redesign · Pre-launch

Explore the interactive prototype

New-look brand introduction → best-seller carousel → franchise shortcuts → campaign & occasion discovery → community → detailed rewards.

Static homepage captures · Redesign is pre-launch. Explore motion and interactions in the prototype below.

What Changed

02 / BEFORE → AFTER

Before · Campaign-led

Seasonal campaign banner
Four featured best sellers, shown mainly as nail tips
Four image-led subcampaigns
Brief rewards introduction

After · Brand-led

Animated hero with new packaging, model wear shots & brand introduction
Best-seller carousel with product & model imagery
Direct shortcuts to each product franchise
Campaigns & occasion-led shopping
Dedicated community introduction
Clearer rewards benefits & ways to join

Digital Visual Direction

A fresh green palette, confident typography, and a mix of product detail and everyday lifestyle imagery carry the refreshed Impress identity across the website.

A clear introduction to the refreshed brand.

ONE CONNECTED VISUAL LANGUAGE

Brand expression.
Product clarity.
Everyday moments.

The new visual direction pairs close-up product detail with lifestyle imagery to connect the nail collection with the moments it is designed for.

Explore the New Impress

Explore the Impress website redesign in the interactive Figma prototype.

Open prototype in Figma

If the prototype requires access, open it in Figma to continue.

Product Storytelling

05 / INFOGRAPHICS

A shared visual language for product benefits, fit, application, and the refreshed Impress range.

1–3 / 9

Amazon Experience

06 / RETAIL EXPERIENCE

Extending the relaunch across the storefront, product discovery, and A+ content.

Brand storefront

Scroll inside each frame to explore the full design.

A new thumbnail approach

The redesigned thumbnail brings the nails and refreshed packaging together at a larger scale, making both the finished look and brand instantly recognizable. This composition is designed to help Impress stand out among competing products in search results.

Before · packaging-led — **Before**Packaging-led thumbnail

After · packaging + worn-nail context — **After**Packaging + worn-nail context

See the thumbnails in desktop & mobile search

Designed for mobile discovery. In the mobile search layout shown below, product images use a taller 4:5 format rather than a 1:1 square. The new composition takes advantage of that extra height to show the nails and packaging more prominently together, strengthening visibility on a smaller screen.