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Previous SCAD
Selbert Perkins

 howrey’s to-do list
  • Amplify the Echoes of Personalization
  • Transform Technology
  • Paint a Canvas of Interactions
  • Ensure Resonance Beyond Function
  • Marry Precision with Passion
  • Craft Memorable Experiences
  • Give Voice to Design
  • Look Beyond the Click
  • Embrace the Extraordinary
  • Feel and Foster Impact

                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                         Case Studies
Thoughts on Design Leadership
Bio and Resume
Return to case studies Luxury ReimaginedThe digital metamorphosis of joanna czech

My Role
Creative Direction
Design Production
Content Strategy
Project Management
Process Consultation
Information Architecture
User Research
Project Management
Digital Asset Production
Design Renovation
Business Turn Around

Exploring the transformation of a luxury brand through the perfect marriage of word, image, and code, showcasing how strategic design can drive significant business growth and redefine user interaction.

Elevating a celebrity aesthetician's brand from functional to phenomenal, turning a grayscale start into a multi-million dollar success.

With a collaborative spirit, we dove deep into the essence of the Joanna Czech brand, crafting a digital presence that matched her luxury aesthetic, amplifying her reach from $300K to $5M in three years.

Our approach was rooted in fundamental design principles—point, line, and plane—applied to create a visual experience that speaks luxury and exclusivity.

By syncing the website's design tightly with Joanna's successful social media strategies, we created a seamless user journey from first click to final purchase.

The transformation of the Joanna Czech e-commerce platform was not merely a visual or technical uplift but a philosophical stance on the power of design to democratize luxury. The core of our design philosophy was to make high-end aesthetic services accessible, navigating the delicate balance between exclusivity and inclusivity. By focusing on an intuitive user interface, we empowered users of all technical backgrounds to engage with the brand effortlessly, echoing the democratizing ethos of the early days of AI. This project pushed the boundaries on what it means to interact with luxury—it wasn't just about buying a product but about experiencing a brand that stands at the intersection of art and accessibility.

In redesigning the website, we moved the needle on user interactions by creating pathways that were not just navigable but narratively engaging. Every point, line, and plane on the site was a touchpoint that either told a story or invited the user to create their own. This approach didn't just change the way users interacted with the website; it changed how they perceived and interacted with the Joanna Czech brand itself. We transformed the site from a simple shopping destination to a platform where every interaction was an extension of Joanna’s expertise and elegance.

This project was a bold exploration into how design can serve as a bridge between the business objectives of a luxury brand and the personal aspirations of its clientele. It was about more than aesthetics; it was about setting a precedent for how design can facilitate a deeper connection between a brand and its audience. Through this work, we illustrated that design is not just a tool for creating beautiful things but a profound medium for innovation and user empowerment in every industry, including luxury retail.

Client: Joanna Czech
Sector: Beauty, Lifestyle, Ecommerce
Discipline: UX/UI Design, Product Strategy, Content Strategy
Collaborators: Business Owners, Front-End Engineers, Public Relations,  Writers, Photographers