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Case study — Beauty & Skincare

# Juniper Cosmetics: the build that paid for itself.

Juniper Cosmetics came to us as beauty & skincare operators in Los Angeles, USA with a problem that was costing them weekly. The program below is what moved their headline number: +57% on PDP engagement.

Fig. 01 — Brand Identity + UI Los Angeles, USA

Client
  Juniper Cosmetics
Year
  2024
Industry
  Beauty & Skincare
Location
  Los Angeles, USA

01

The challenge

The brand had grown every year except visually: five years of ad-hoc assets, three generations of 'temporary' logos in circulation, and a website no one could connect to the product's actual quality.

Sales was narrating value slide by slide because the public face wasn't doing it — a tax on every deal the team closed.

02

The approach

We ran identity as strategy-first: positioning workshops, audience language mapping, competitive teardown — the mark arrived only after the argument for it existed on paper.

The system shipped as usable infrastructure: tokens, type scales, layout logic, imagery rules and a component library stress-tested with their worst real content, not our best mock content.

Everything handed over with a Figma library the internal team could extend without us: named, documented and versioned like the codebase it generates.

- Positioning and messaging workshop with documented outcomes
- Tokenised Figma library mapped to front-end code
- Accessibility pass to WCAG 2.2 AA across all core flows
- Rollout kit: email, documents, social and pitch-deck templates

03

The results

R—01 +38% Brand recall in follow-up surveys
R—02 -47% Design-to-dev questions
R—03 2.1x Time on key product screens
R—04 +29% Trial-to-paid conversion

> The guidelines file alone changed how our whole company ships — nobody asks which blue anymore.James Callahan — CEO, Juniper Cosmetics

04

The gallery

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