Comprehensive Website Design and Content Creation to Boost Engagement and Brand Presence

Twisties is an innovative, patented nail product from the Netherlands that approached me with an exciting vision. As a new market entrant, they needed a complete brand identity, including a name, website, and engaging content—tasks I was tasked with from scratch, as they had never had an online presence before.

The main challenge was to conceptualize and create an entirely new website identity for Twisties. Working closely with founder Donna and graphic designer Cedric, we developed the visual identity, which I then translated into a vibrant, user-friendly website designed to embody the brand’s playful and innovative spirit.

Using Instant, I designed and built a custom e-commerce platform where users can seamlessly browse and buy each product directly from its dedicated page. Additionally, I had the honor of leading Twisties’ inaugural photoshoot, creating authentic visual content that captures the playful and fresh essence of the brand.

Users & Context

Twisties caters to two distinct audiences:

Nail professionals seeking to purchase products efficiently

Consumers eager to shop directly through their D2C channel

The website needed to serve both groups effectively. This required a clear, welcoming structure that also prioritized speed and practicality. While we didn’t have extensive user research, I relied on client insights and early discussions to understand the core needs and pain points, ensuring the site would meet the expectations of both audiences.

After our kickoff, I discussed the core brand values with founder Donna, which highlighted the importance of creating a brand that feels fun, approachable, and easy to navigate. To bring this to life, we built upon the existing brand colors and incorporated the vibrant, playful visuals from our studio photoshoots.

Throughout the website, I introduced subtle interactive animations to enhance the user experience without overwhelming it, emphasizing ease and engagement. I utilized clear icons and concise text to illustrate how simple and quick the Twisties application process is—highlighting its user-friendly nature. The overall design aimed to reflect the brand’s fresh, dynamic personality while providing a seamless shopping journey for both professionals and consumers.

I designed and developed custom pages to enhance the user experience and showcase the brand effectively, including:

Homepage

Product Page

Collection Page

About Page

FAQ

Contact Page

The design was implemented with a responsive approach to ensure seamless functionality and visual consistency across all devices, providing an engaging and accessible shopping experience for users everywhere.

Throughout the project, I collaborated closely with the founder and graphic designer, maintaining agile feedback loops that kept the process efficient and focused. Their insights helped ensure that design decisions were rooted in real-world use cases, ultimately creating a more practical and user-centric website. Once the design was finalized, I prepared everything for a seamless launch, ensuring the site was fully optimized and ready for live deployment.