Philosophy

Site redesign & content overhaul for an eco-responsible personal care brand.

Philosophy's purpose has always been to help women live better lives by taking small steps, every day, to be better for themselves. In this spirit, they believe personal care should have a positive impact on the skin, the mind and the planet and are reinventing their portfolio to offer more eco-responsible, clean products that are multitasking yet gentle and offer a moment of well-being through scent and texture.

1r worked in parallel with the site redesign to define a cohesive visual direction that reflects Philosophy’s brand repositioning — aligning each category and franchise across typography, iconography and still & video direction to ensure an elevated and consistent experience across the consumer journey.

Services

Branding
Content Direction
Content Production
Content Post Production
Web Design
Account & Project Management

Content Approach

Building off the new vision of Philosophy to bring to life a full content strategy supporting the launch of the new website with compelling visuals. As an extension of the brand guidelines, 1r established creative direction in parallel with the new e-commerce designs, with foundational brand positioning to create an impactful digital flagship with supporting multichannel assets to go to market. The overall visual expressions are joyous, inclusive and positive. Each brand category includes a differentiating aesthetic from a holistic viewpoint of the overall brand look and feel.

E-commerce & Social Content

Leveraging e-commerce content to create social assets and define global communication messaging so that each content format is designed to extend beyond a single channel and can be cross-promoted to other channels. Social content captured sensorial product texture videos, model application snippets, fragrance product videos and educational how-to videos.

We believe routines should be simple and feel good so that you can stick to them.

– Philosophy Mission

Product Videos

Returning back to the brand’s essence of dermatological wisdom – “We believe routines should be simple and feel good so that you can stick to them.” The routine videos are ‘snackable’ and easy to follow to educate the consumer on how to best fit the products into their daily life instead of overcomplicating it. Videos feature a mix of tight product application shots and products to showcase the textures. Cutdowns are used within alt-images on product detail pages and product modules as needed. The video look and feel is to be cohesive with the stills.

Design Direction

We worked to define cohesive visual direction that reflects the new brand shift, aligning each category and franchise so that no matter where you land on-site, customers feel the experience is elevated and consistent with the overarching brand identity and art direction.

Site Design

1r worked closely with the Philosophy brand team to create a best-in-class site that works to elevate the brand identity with user experiences that cater specifically to their industry and customer base. Back in 2021, we completed desktop & mobile designs for the site but after a pause and reevaluation of the brand identity we worked to pivot the designs to align with the change in creative direction. Concurrently with the website designs, we worked to fill those designs with forward-thinking, compelling visuals, making each and every module come to life.

Skin Diagnostic

In partnership with PerfectCorp, we worked to create a skin analysis to target customers' skin concerns and make product recommendations based on those concerns. The goal of this project was to build trust with consumers by accurately analyzing their skin and boosting conversion with specific guidance. PerfectCorp's AI skin diagnostic technology works for scanning the face and then produces complete results for all 14 types of skin concerns in just under 2 seconds.