Project Type: Brand Center Design
Role: UX Researcher | UX Designer
ABOUT PROJECT
The project aimed to translate Gold Bond’s refreshed brand identity into a modern digital experience. The goal was to strengthen its connection with a wider audience and reflect its balance between clinical science and human care.
Problem:
Gold Bond has lost contextual and cultural relevance, so our core audience is either unaware of it or uninterested. They are having an old-fashioned brand where our audience is old people, and the young audience is looking for exciting brands.
Goal:
This landing aims to reposition Gold Bond as a contemporary, modern and attractive brand, seeking to reintroduce the brand to new customers while revitalizing and changing outdated perceptions.
PROCESS
BRAND AND MARKET UNDERSTANDING
Documentation Understanding
Analysis of brand materials and guidelines to capture the new identity and define the digital tone around Gold Bond’s formula.
USER UNDERSTANDING
User Personas
Research and persona development provided clarity on the needs and motivations of modern skincare users. Understanding their expectations helped guide decisions on structure, tone, and content to make the experience more relatable and intuitive.
CONCEPT PROPOSAL
The design proposal aimed to merge science with emotion, giving greater visibility to different skin types and how Gold Bond supports each one. Instead of focusing solely on its signature formula or products, the experience centered on users’ real needs—showing how the brand understands, adapts to, and cares for every skin story.
Design
Wireframe
Wireframe
Design
