Frii[s]mith Website

Tasked with launching Frii[s]mith Skincare into the Australian market, I shaped the website’s content and creative direction. I worked closely with a strategist and copywriter to bring the brand’s ethos to life.

Scope included:
• Content development and messaging framework
• Visual direction inspired by natural ingredients
• UX centred on skincare education and founder expertise
• Art direction using foliage, crystals, and textured elements

Rooted in a brand workshop, the site expressed Frii[s]mith’s belief in fresh, confident skin and offered a clear, credible platform for their science-first range.