Steele Dermatology

Steele Dermatology
Atlanta, Georgia

Located in Atlanta, GA, Steele Dermatology offers a wealth of expert procedures, from surgical to aesthetic, and including specialized areas such as hair and scalp conditions, skin of color, and focused cosmetic regimens.

eCommerce Website // Collateral

My role
Design lead

Skills used

Creative dir.
Interaction design
UI / web design
Visual design
Packaging design
Info arch.
Copywriting

Services and deliverables

Brand // refresh

Brand exploration
Color explorations / palette
Typography

UI design // website

Discovery
User flows, purchasing journeys
UI / polished designs

Visual // collateral

Stationery
Updated packaging design
Photography selection
Photo editing and correction

Promo // marketing

Custom email templates (Mailchimp)
Custom Woocommerce emails
Select copywriting

Brand refresh

I started this project with a brand update, including modernizing the logo and creating a new color palette. As part of the update, I eliminated the previous lavender purple primary color and introduced a dark navy and electric turquoise primaries with charcoal, pale gray, and white accents. The result is bold and modern and compliments the practice’s interior nicely. The brand elements were carried over to the website, business cards, new packaging labels, and custom Mailchimp newsletter templates.

UI // web design

The website was a revamp with content architecture restructuring that condensed an overly-segmented sitemap down into fewer, more focused pages. The site is still rather large, but without compromising user experience in favor of SEO overkill. An online store was also integrated with a complete set of custom photorealistic images of Dr. Steele’s skincare line.

Visual design // collateral

Skincare packaging design update
Dr. Steele’s developed a complete and growing line of at-home skincare with focus on skin of color. I expanded the updated brand to her existing product labels, and created custom product mockups for each item in the collection. The mockups were used in the online store in lieu of professional photography.