Branding & Web design for Cosmetics Brand - Curezma

Curezma is Australia's first non-steroid skincare treatment for eczema that not only relieves the symptoms but addresses the root cause of eczema. Their skincare solutions are innovative, and since I've been working with Jai before, I was very excited when he approached me with the task of creating some of their brand elements. My task was to create a landing page, the first draft of the webpage, and help with some marketing collateral such as posters, banners, business cards, invites, and product detail PDFs. The look Jai and Curezma team wanted to achieve is scientific, clinical, and modern but also warm and approachable.

Project Timeline 1 month

The challenge was to create a design that was at the same time scientific and clinical but warm. If you think about it and need to imagine a picture, what is the first association with science? What kind of elements, colors, and images? And what is a warm design supposed to look like?

For me, the first idea that I get about elements that are scientific is that they are usually sharp, geometrical, in cold colors, etc; and the warm ones are made from organic shapes, circular, soft, and in warm tones. Those are almost opposites, wouldn't you agree?

So the real challenge was balancing both of those out.

My strategy was to use design elements such as typography, colors, images, and illustrations, in balanced proportions of both scientific and warm. For an extra scientific look, I opted for the glass-morphism effect. Read more about glass morphism below.

Jost + Barkervville

The color palette was already decided before I started working on the project. I did define better how we would use all of the colors.

We decided to make gradients as a symbol of redness on the skin or rash cooling down, therefore we have calming blues with a hint of purple or red. This symbolism was included on the packaging, webpage, and later on most of the brand elements.

Glass morphism is a visual design trend that creates a glass-like, translucent effect in user interfaces. It aims to mimic the appearance of frosted glass or a translucent surface, offering a clean and modern aesthetic. Below are the key characteristics and reasons I decided to implement glass morphism into the brand design of Curezma:

Clinically Looking Effect: Glass morphism provides a sleek and clinical appearance, resembling the smoothness of glass or plastic materials.

Masking/Blurring and Accentuating Details: Glass morphism can be used to selectively mask or blur parts of an image while accentuating specific details. This effect adds depth and visual interest to the design.

Integration with Images: Glass morphism works well when layered over images, as it requires a background to achieve its distinctive look. Consider using geometric shapes, such as rectangles for text or circles to highlight specific parts of the image.

Complete Image Blur: Glass morphism can be applied to completely blur out the entire image, leaving only the desired portion visible. This technique can help draw attention to specific elements within the design.

Color and Transparency: The primary color for glass morphism is white, often with a transparency of 30%. However, in some cases, Curezma Purple or the gradient with an opacity of 30% can be used for variation.

When selecting images I was prioritizing positive, vibrant, and optimistic visuals that align with the brand's focus on science and technology. Ideally, the images would showcase people, their faces, and their engagement with the camera, rather than solely focusing on their skin or eczema. They are supposed to focus on appealing to the self-esteem, confidence, and pleasure-seeking of people with eczema, not just their problems. Rather than just selling a product, the brand should strive to tell a story and promote a lifestyle. The goal is to spread optimism, normalize everyday activities in spite of eczema, and empower people to feel confident with the imagery used and in general.

I have designed a series of marketing materials such as pull-up banners, posters, invitations, business cards, logo animation, email campaign assets, and PDFs of all products... You can see some of them in the images below.

I have worked on the first draft of the webpage and landing page. My task was to create the designs based on the website structure I was given and based on the branding guidelines I had set before.

The first task was to create a landing page that will be live while we work on the webpage. It was supposed to show potential customers what the brand is about and let them contact Curezma if needed.

After a revision, I realized that the previous webpage was too crowded with some elements, even though it was a team effort between me, and the owners. This next design was made to be more minimalistic, modern, luxurious and to look more scientific.

In the end, because of time constraints, another website has gone live temporarily