Refy Beauty

Project Overview

Led the creative direction for Refy Beauty’s interactive brand experience, bridging digital storytelling with a physical retail activation at Selfridges, London. The project transformed Refy’s brand identity into an immersive experience, strengthening its presence both online and in-store.

  • Refy World Digital Experience: Crafted high-impact 3D visuals and animations to enhance product storytelling, making the digital platform more engaging and visually dynamic.

  • Selfridges Store Activation – “The More You, The Merrier”: Designed a festive, immersive retail space inspired by a holiday dining experience. The activation transformed The Beauty Spot at Selfridges into an eccentric, interactive environment where customers could explore exclusive gifting sets and the full Refy product range.

Collaborated with CG artists, creative producers, and marketing teams to ensure a seamless, multi-channel brand experience. This initiative elevated brand engagement, drove higher in-store interaction, and reinforced Refy Beauty’s reputation as a trendsetting, digitally native brand with a strong experiential presence.

  • Company

    Refy Beauty

  • Year

    October 2024 - December 2024

  • Role

    Design Lead | 3D Product Experience Design

  • See Product at

    Refy World

Vision & Strategy

Refy Beauty sought to create a visually immersive and interactive experience that embodied its modern, minimal, and user-centric brand ethos while resonating with a digitally engaged audience. Traditional beauty platforms lacked interactivity, making it challenging to differentiate the brand and sustain user engagement.

The strategy was to develop a seamless digital-to-physical brand experience that elevated product storytelling and enhanced audience interaction. The solution needed to balance aesthetic innovation with intuitive user experience, reinforcing Refy’s brand identity across digital and retail environments.

Creative Process

Creative Vision & Experience Design

  • Defined a cohesive creative direction for Refy World, ensuring alignment with the brand’s modern, minimal aesthetic.

  • Developed immersive product storytelling, integrating interactive visual elements to engage users in an organic and dynamic way.

Cross-Functional Leadership & Collaboration

  • Led a multidisciplinary team of CG artists, 3D designers, and content producers to craft high-quality visual assets.

  • Partnered with Refy’s marketing and product teams to ensure a consistent brand experience across digital platforms, social media, and in-store activations.

Interactive & Visual Design Execution

  • Designed engaging 3D animations and product showcases to enhance user exploration and interaction.

  • Developed cinematic transitions and seamless UI elements, reinforcing an elevated digital brand experience.

Result & Impact

  • Increased User Engagement: Achieved a 35% increase in interaction rates, enhancing user engagement through interactive product exploration and seamless navigation.

  • Extended Session Duration: Users spent an average of 9+ minutes exploring product displays, demonstrating high engagement with immersive digital storytelling.

  • Strengthened Brand Positioning: Reinforced Refy Beauty’s identity as an innovative, digital-first beauty brand, driving greater brand awareness and consumer loyalty.

  • Strategic Influence: The project’s success shaped Refy’s future digital strategy, leading to increased investment in interactive and immersive experiences.

  • Higher Product Discovery & Conversion: Improved product exploration flow, resulting in longer user interactions on key product pages and stronger conversion potential.

HERE MORE STORIES

Pending publishment due to confidentiality!

Because of the confidential nature of the work, I can't publicly share artifacts from my design process, but I'd be happy to show them to you in person if you'd like.
Feel free to reach out.