The problem
Cuticalls brings skin care into clients' homes, but its old site listed nail services and said little about the in-home microchanneling service the business is built on. Its teal, black, and white palette also needed more depth.
What I did
I gave the founder two design directions, one cool and clinical and one warm and organic, and the founder chose warm. I wrote a new tagline and set the voice as unhurried, clear, and softly authoritative. The system pairs Playfair Display headlines with DM Sans body text, all set down in brand guidelines. Then I rebuilt the site at cuticalls.net on that system.
The result
The new site is live for Chicago and Kansas City and puts in-home microchanneling at the center. Shown here: the home page and the services section.
0 likes · 0 views · Nov 9, 2026
The old site sold nails, not the in-home microchanneling the business runs on. I set a new direction, voice, and type system and rebuilt cuticalls.net.
