FENTY BEAUTY
HOMEPAGE REDESIGN
E-COMMERCE EXPERIENCE OVERHAUL
Role: Digital Design Director & Lead Designer
Company: Kendo Brands (LVMH)
Team: Creative Directors, E-Commerce, Developers
Skills: Web Design, UX/UI, Photo Retouching, Digital Collage
Tools: Figma, Adobe Photoshop
CHALLENGE
The FentyBeauty.com homepage needed a full redesign to better reflect the brand’s evolving identity, improve visual impact, and make content more accessible to a broader audience.
THE OBJECTIVES WERE TO:
• Modernize the visual design for a cleaner, more editorial look.
• Highlight campaign storytelling while improving the clarity of featured products and promotions.
• Enhance accessibility and ADA compliance through more legible typography and improved UI contrast.
• Create a flexible homepage layout system that could adapt to seasonal campaigns and product launches.
PROCESS
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1. RESEARCH & ALIGNMENT
• Partnered with e-commerce team to identify homepage-specific pain points and align on visual and functional goals.
• Audited competitor beauty brand homepages for inspiration on editorial layouts, accessibility standards, campaign presentation, and promotions.
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2. DESIGN EXPLORATION & LAYOUT DEVELOPMENT
• Crafted a refreshed visual language for the homepage, featuring cleaner typography, elevated art direction, and a modernized grid.
• Built a modular section-based layout system in Figma to allow flexible updates while maintaining brand consistency.
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3. ACCESSIBILITY & TYPOGRAPHY IMPROVEMENTS
• Refined homepage typography for greater legibility and ADA compliance by adjusting placement, scale, color contrast, and font weights.
• Updated UI elements—such as buttons, navigation callouts, and promotional banners—for improved visibility and touch-target accessibility.
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4. ENHANCED STORYTELLING
• Designed layouts that integrated full-bleed imagery, motion, and lifestyle photography to create an immersive first impression.
• Developed sections to highlight campaigns, promotions, and featured products in a visually compelling hierarchy.
OUTCOME
Delivered a modern, visually cohesive homepage that elevated brand presentation and improved the first-touch experience for visitors.
• Created a scalable, modular layout system that supports quick updates for seasonal campaigns and launches.
• Significantly enhanced homepage accessibility, improving legibility, contrast, and usability for a broader range of users.
• Strengthened the homepage’s role as a storytelling hub that balances brand impact with promotional clarity.
