CASE STUDY
E-COMMERCE • ART DIRECTION • DIGITAL DESIGN
Elevating the Softsoap brand across the digital shelf through strategic design, engaging product storytelling, and a cohesive e-commerce system that drives conversion.
01
PROJECT OVERVIEW
Softsoap needed refreshed digital content that strengthened brand perception, improved product clarity, and created a more consistent e-commerce experience. My role focused on translating brand strategy into digital-first creative across PDP imagery and supporting assets.
ROLE
Creative Lead.
Graphic Designer
FOCUS
E-commerce
PDP Design
Digital Content
02
THE CHALLENGE
Creating product content that communicates key benefits quickly, maintains brand consistency across SKUs, and performs effectively within the constraints of e-commerce platforms.
Before
After
03
THE APPROACH
VISUAL HIERARCHY
Clearer product benefits and messaging to make key information instantly understandable.
BRAND CONSISTENCY
A cohesive visual system across SKUs while maintaining Softsoap’s fresh, approachable identity.
E-COMMERCE FIRST
Designed for how consumers shop online, with optimized layouts for mobile and desktop experiences.
04
THE DIGITAL EXPERIENCE
A cohesive digital experience designed to make Softsoap products feel clear, engaging, and easy to shop across e-commerce platforms.
AMAZON PRODUCT CAROUSEL
KEY BENEFITS
Highlights ingredients, product features, and consumer benefits at a glance.
PRODUCT STORY
Combines imagery and messaging to strengthen the product narrative.
PRODUCT FAMILY
Creates consistency across multiple products, variants, and SKUs.
05
DESIGN SYSTEM
A flexible visual system designed to keep the brand recognizable and consistent across every digital touchpoint.
TYPOGRAPHY
COLOR PALETTE
ICONOGRAPHY
06
ACROSS THE DIGITAL SHELF
The visual system was designed to remain consistent and recognizable across the digital shopping journey, adapting seamlessly to different formats, placements, and screen sizes.
07
THE IMPACT
DIGITAL SALES
The PDP redesign contributed to approximately 7% growth in digital sales, with a stronger visual system, clearer product messaging, and a more cohesive e-commerce experience.