LALACEY had a product worth talking about. What they didn't have was a brand that said so.

Michael Wilson, founder of LALACEY, came in with a clear ambition: position the brand as a premium haircare name trusted by professional stylists, not just another product on a shelf. The visual identity, website, and social presence all needed to work together to make that positioning believable from the first impression.

The challenge was building a brand that communicated luxury and trust in a category flooded with similar claims, without looking like every other premium haircare brand doing the same thing.

I led the full brand and digital system across three tracks simultaneously.

Brand Identity System Built around the positioning line "the stylist's ultimate secret," the visual identity needed to feel like something professionals would be proud to recommend. Sleek typography, a refined color palette, and a graphic system designed to communicate authority and elegance without feeling cold or clinical. Every element chosen to signal premium without screaming it.

Shopify Website Design The website was built with one priority: get visitors to convert. Easy navigation, a seamless shopping experience, and a visual hierarchy that kept the product front and center. Built and designed in Figma and implemented on Shopify with the customer journey mapped from landing to checkout.

Social Media Strategy and Content System A full social media content system for Facebook and TikTok covering content direction, visual templates, and brand voice. Every piece of content built to reinforce the stylist positioning and build a loyal community around the brand.

The engagement ran two weeks from May to June 2024. LALACEY launched with a complete brand system, a live Shopify store, and a social content engine ready to run from day one.

Looking for a brand identity designer and Shopify website designer for a beauty or haircare brand? This is the kind of work I do.