brand creation

HeyLashy

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I’ve had my fair share of struggles when it comes to applying lashes bought from western makeup stores – especially challenging on my smaller hooded eyelids. After my experience working in the beauty industry, I discovered that many other girls with similar eye shapes face the same struggle.

As a UX designer with a passion for inclusivity and diversity, I founded my own e-commerce store called HeyLashy. It aimed to fill a gap in the market – false eyelashes tailored specifically for Asian eyes. This project not only allowed me to showcase my UX design skills but also tested my abilities in entrepreneurship, branding, and e-commerce management.

Visit HeyLashy here

The vision

Brand journey
Positioning
Style guide
Website Design & Development

skills gained

The creative process of establishing brand guidelines, packaging, brand identity, and logo creation was a pivotal aspect of creating Lashy. I aimed to create a brand that reflected quality and authenticity.
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In pursuit of this, I crafted a set of brand guidelines that outlined the desired tone, colours, and visual elements. These guidelines are designed to uphold a consistent and easily recognisable brand identity.

Branding & Identity

Internship

D+M

Working as a Junior Design Intern at D+M has given me first hand experience in a professional design agency.

Treat your skin in every season

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Graphic Design

One of my favourite projects I worked on was creating animations for the D+M brand. Seen to the right is the final iteration of an animation I designed and edited in After Effects.

This animation was used in our 2023 Christmas email signatures and was sent to the agency’s clients.

I additionally worked on several logos for clients. This involved working within the agency’s style guide when presenting design options to the client. Whilst sketching logo designs, careful consideration and research was put into each brands’ unique look and feel.

Creatives designed for retail clients, adhering to style guides and design briefs.

Wireframes & Web Design

The process of building front-end designs of websites is an especially rewarding process. Using Adobe XD, I was able to refine my knowledge of the software by creating the design of a Mortgage Calculator for Lend Perspective in their recent website refresh.

In addition, I curated images and the following pages for their new website, closely following wireframes and brand style guide designed by the agency’s Digital Lead.

Further to my experience in front end development at D+M, I created a library of siteblocks in line with D+M brand style guide using Adobe Illustrator. This library is used in consultations with new clients looking to re-design/build a website for their brand, providing a visual understanding of different UI design styles.

Back-End Development

While working at D+M, I took on the responsibility of generating comprehensive Web Care reports for every site that belonged to the company's clients. Acquiring the expertise required to analyse page performance is a fundamental prerequisite that sets the stage for successful search engine optimisation (SEO) or website redesign endeavours on a larger scale.

As most of our clients' websites are built on WordPress, I have expanded my back-end development skills using this software. These skills include configuring themes and plugins within WordPress, securing and maintaining WordPress sites, managing content, and designing responsive websites that work well on mobile devices. 

The development of HeyLashy's online presence focused on cohesive branding, user testing, and adherence to a comprehensive style guide. User feedback was instrumental in refining navigation, product pages, and the checkout process, ensuring a seamless shopping experience. The detailed style guide maintained visual consistency across the site, specifying the use of colours, fonts, and design elements. These efforts culminated in an intuitive e-commerce platform that exceeds user expectations.

site design & development

In managing HeyLashy's social media presence, I focus on creating engaging content that resonates with our target audience. While this project is ongoing, I am leveraging platforms such as Instagram, TikTok, and YouTube to implement strategies that enhance follower engagement and boost brand visibility. These efforts aim to cultivate a vibrant and active social media presence that effectively promotes HeyLashy's brand and products.

Content creation & management