Living Proof — a cosmetics and hair products company built on MIT-developed science — needed a website that could serve both as a product catalogue and a brand story. The challenge was designing an experience that communicated scientific credibility without losing the warmth and aspiration expected from a beauty brand.
I designed the full site through agency Syrup, from information architecture through wireframes and visual design — covering product discovery, community features, e-commerce, and the brand's science-driven story.
The site architecture balanced product, community, and science
A beauty site that also needed to explain patented MIT technology could easily become disjointed. The information architecture organised the site into clear top-level sections — product line, blog, community, the Living Proof story, support, shopping cart, account, search, news, and jobs — each with defined page types and user flows.
The sitemap established which pages were unique, which were templated, and where interactive processes like registration and checkout would sit — keeping the scope manageable across a large number of content types.
Wireframes defined every interaction before visual design began
Twenty-three wireframe pages covered every screen state across the site: product listings with filtering, product detail pages with ingredient science, blog and community layouts, the shopping cart and checkout flow, user account management, and support pages.
The wireframes were detailed enough to serve as a development specification — defining content hierarchy, interaction states, and responsive considerations for each template type.
Visual design brought science and beauty into one language
The visual design needed to feel premium and editorial — matching the brand's positioning alongside luxury beauty products — while still communicating the MIT-backed science that differentiated Living Proof from competitors.
Thirteen design compositions established the visual system: typography, colour palette, photography treatment, product presentation, and the layout patterns that would carry across all page types.
Results
A full website design for Living Proof covering information architecture, 23 wireframe pages, and 13 visual design compositions — spanning product discovery, e-commerce, community features, and the brand's science-driven story. Delivered through agency Syrup.
23 wireframes · 13 visual designs · IA to visual design · delivered through Syrup