Frii[s]mith
Website Launch
Overview
A website built to support Frii[s]mith’s launch into the Australian market. Translating scientific credibility into a clear, customer-facing digital experience.
Skincare • 2029
Art Direction · UX · Content Strategy · Web Design
THE BRIEF
Frii[s]mith needed a website to introduce and sell their skincare range in a new market.
GOING DEEPER
The brand was in an early stage of growth, with its identity, positioning, and customer communication still being defined.
The opportunity was to shape a digital experience that clearly expressed the brand’s scientific foundation while supporting customer understanding and confident product selection.
THE SOLUTION
Working with a strategist and copywriter, I led the structuring of the site.
- Messaging organised around skincare education and founder expertise
- UX designed to support product understanding and routine-building
- Visual direction grounded in ingredient-led storytelling - foliage, texture, and natural materials reinforcing the formulation narrative
Each element contributes to a clear, guided user experience.
in summary
Bringing structure and clarity to a developing brand — shaping a digital experience that supports both understanding and conversion.
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