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BRIGHTSTITCH:
Subscription Service

CLIENT

Brightstitch

Design a fun, creative, and fresh visual identity that feels youthful and inviting, inspiring learners to stay engaged across both the educational website and mobile app.

DELIVERABLES

Website

Brand Guidelines

Bright space mockup copy.png

Research + Discovery

​​Target Users:

  • Ages 14-35

  • Anyone who enjoys expressing themselves through makeup

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User Needs

  • Easy, beginner-friendly makeup lessons

  • Fun way to try new products

  • Build confidence and skills at home

  • Affordable beauty education

  • Supportive, inclusive community

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Pain Points:​

  • Don’t know how to use the makeup they buy

  • Pro courses are too expensive or intimidating

  • Beauty content feels unwelcoming or advanced

  • Hard to find quality, step-by-step guidance

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Competitive Analysis:

  • BoxyCharm & Ipsy: Offer great product variety and value, but lack educational content or tutorials to teach users how to use the products.

  • Udemy & MasterClass: Provide beauty courses and tutorials, but don’t include physical products, making the experience less hands-on and interactive.

  • Make Up For Ever & traditional beauty academies: Focus on professional training, which can be expensive, formal, or intimidating for beginners.

Competitor Research.png

Ideation + Sketching

During the ideation phase for Brightstitch, I wanted the brand to feel joyful, energetic, and uplifting.
 
I created a moodboard filled with vibrant, neon colors and images of people smiling, having fun, and feeling confident.
 
The goal was to capture a sense of positivity and self-expression, making beauty feel approachable, exciting, and empowering for everyone. This visual direction helped set the tone for a brand that celebrates confidence, creativity, and personal style.

Moodboard.png

Wireframing + Structure

Low-Fidelity Wireframe

 

Purpose: Establish layout, hierarchy, and user flow without visual distractions.

Features:

  • Basic grayscale elements with labeled sections (e.g., cards, buttons, footer).

  • Simple layout showing structure: hero, heading, pricing cards, table, buttons.

  • Focused on functionality and content placement rather than style.

 

Strengths:

  • Communicates clear layout and structure.

  • Easy to iterate on.

  • Quick to produce.

Eleve Wireframe Collage

Mid-Fidelity Wireframe

Purpose: Show a closer-to-final design with branding, visuals, and interactivity cues.

 

Features:

  • Custom photography, color scheme, branded typography, and buttons.

  • Clear content hierarchy and emotionally engaging visuals (diverse models, energetic palette).

  • Emphasizes brand personality (keywords like "Create. Elevate. Fresh.").

  • Pricing cards are styled and easy to compare.

  • Sections now feel polished and functional (e.g., testimonials, tutorials by look).

 

Strengths:

  • Brings brand energy to life with vibrant visuals.

  • Clear call-to-actions and easy-to-follow layout.

  • Feels inclusive, uplifting, and professional.

Brand Guidelines

yellow brightstitch copy.png
Brand Guidelines (3).png

Outcome + Reflection

What did you improve from mid-fi to high-fi?


I refined the visual hierarchy within content cards, redesigned the navigation for clarity, and updated the brand name and logo to better reflect the platform’s identity. I also improved accessibility through stronger contrast, added consistent padding, and introduced a more dynamic, engaging layout.

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What was the final result?


The final deliverable included a fully designed homepage and a dedicated tutorial video page; both aligned with the brand’s vibrant and empowering aesthetic.

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Did it meet user and client goals?


Yes, the design clearly communicates the subscription tiers, makes tutorials easy to access, and creates a welcoming, inclusive experience that aligns with client goals.

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​What would you do differently next time?


In the future, I would conduct deeper competitive analysis and expand the site architecture to include additional pages such as a product detail view, a user questionnaire for box customization, and an enhanced tutorial experience.

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What did you learn as a designer?


I gained a deeper understanding of how visual hierarchy and typography influence usability and brand perception. I also learned how strategic imagery can significantly elevate the overall design and guide the user experience.

 

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