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.
PROJECT TYPE
UX • Visual
My Role
- Creative Director
- UX Designer
- Visual Designer
- Info Architect
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.
The website was a revamp and content architecture restructuring that condensed an overly segmented sitemap down into fewer, more focused pages with SEO-conscious content architecture. The site is still rather large, but without compromising user experience in favor of SEO overkill. I also added an online store, and designed custom product images and a complete set of photorealistic images of Steele Dermatology’s skincare line.
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.
Business Card Design Update
New double-sided business card were designed to reflect the updated logo and color palette.
Site Configuration
- WordPress + Woocommerce
- Elementor Page Builder
- Proprietary WP theme
- ADA compliance
- Designed with Figma
Visual & Collateral Design
- Business cards
- Updated packaging design
- Photography selection
- Photo editing and correction
- Custom Woocommerce emails
- Custom Mailchimp email templates
Content Creation
- Limited copywriting
- Copy editing
Homepage, detailed product page, simplified product page, and before/after gallery with cosmetic brand press kit photos.
