ELI7EK was entering the Spanish market with a new biotechnology-based skincare product and a proposition unfamiliar to most consumers.

The challenge was to make the product feel clear, credible, and approachable without losing its scientific positioning.

I led the digital strategy, art direction, UX/UI design, content refinement, motion direction, and web development.

The creative direction was built around one central challenge: making a scientifically advanced product feel understandable, fresh, and approachable rather than overly clinical.

From the original brand palette, I selected light blue, white, and soft gray to communicate freshness and reduce the visual heaviness often associated with technical skincare. Watery textures, hydrated skin, soft lighting, and human faces reinforced the idea of a lightweight, modern product users could easily imagine adding to their routine.

The website was also structured to introduce benefits before deeper scientific explanations, helping users understand the product’s value before asking them to process the biotechnology behind it.

The product page required a different strategy because its primary goal was to move users from interest to purchase.

Instead of opening with technical information, the experience introduces the product alongside three purchasing options: one-time purchase, monthly subscription, and annual subscription, making price and commitment levels easy to compare from the beginning.

From there, the page progressively addresses the questions most likely to influence the decision: benefits, expected results, how to use the product, how it works, compatibility with existing routines, and common concerns.

This created a journey that supports both users ready to buy and those who still need reassurance before committing.

Motion was used to make a new and unfamiliar product feel more tangible.

For the main banner, I created a custom animation where the bottle rotates on its own axis, adding a subtle 3D effect and allowing users to perceive the product beyond a static image.

Across the experience, product imagery is combined with human faces, fluid backgrounds, concise benefits, and scientific content to maintain a balance between credibility and desirability.

Once the strategic direction and interface were approved, I developed the complete responsive website, translating the visual system, purchase hierarchy, custom compositions, interactions, and product animations across desktop and mobile.

The final experience positions ELI7EK as a modern scientific skincare brand while keeping the product approachable, human, and easy to understand.

Role: Digital Strategy · Art Direction · UX/UI Design · Content Refinement · Motion Direction · Web Development