Lee Fiori
Brand Identity, Packaging, Web Design, Web Language, UI, Email
Lee Fiori is an e-boutique specializing in personalized fine jewellery for everyday wear, empowering women and celebrating individual expression with customizable options in metals, colourful gemstones, and personalized engravings. As a member of the creative team, I contributed to shaping Lee Fiori's visual identity journey, from logo conception and packaging design to website development and digital marketing.
Fiori, Italian for 'flower', serves as the heart of the brand identity, embodied in the logo.
The logo's floral motif inspired a cohesive design language, incorporating earth-toned colour palettes and natural-light photography. The combination of modern sans-serif and fluid script fonts conveys an elegant and sophisticated aesthetic.
The team explored stock options for the outer box packaging and the inner box anatomy to hold the jewellery boxes and pouches securely in place during shipping.
The website is the brand's primary hub and destination for customer interactions.
I participated in the entire development process, from research and wireframing to design, testing, and QA. This hands-on involvement allowed me to contribute directly to shaping the site's functionality and user experience, ensuring its alignment with the brand vision. For example, I explored the cosmetics of the personalization widget and its flow.
The homepage, collection pages, and product pages are the gateway to purchase. Among these, the product page showcases the brand's wide array of customization options and plays a pivotal role in driving conversions. Therefore, a keen understanding of user behaviour and optimizing the personalization experience was crucial. Shown are the launched site.
Strategically designed emails help build brand awareness and drive conversions. My projects include welcome email series for new subscribers, cart abandonment emails as well as regular promotional mailers.
Customers can subscribe to the mailing list via the welcome popup that I designed and implemented on the site, from which they get entered into the welcome mailer flow and receive the first email from the brand with a coupon incentive for purchase.
Featured below are select examples of the promotional emails I designed, including product and collection highlights, as well as how-tos and style guides. Designing frequent back-to-back emails poses a unique challenge: balancing brand consistency while conveying a visual narrative that connects with the content of each email and standing out in a crowded email landscape.
