Balm Labs

Their initial product, ClearBalm, is a CBD and plant-based skincare solution for adult acne.

I signed on and hired a team to help Balm plan and launch their inaugural website as a hybrid shop and editorial experience. The website's purpose was to introduce ClearBalm and their commitment to solving skincare problems for adults going through perimenopause to the world.

In order to facilitate our goal of cross-referencing editorial content with products and vice-versa, I started to develop requirements with the Balm team that we refined while sketching out wireframes. This formed the foundation of an ‘atomic’ design system used through the site and allowed us to start getting development involved in building out tools and templates in the CMS.

From there on we fleshed out the visual design. The site’s design, and design system, is rooted in type. We selected Maison Neue as the ‘workhorse’ typeface used for the interface and shopping experience. We paired that with the serif Saint Colombe to give a subtle distinction between product and editorial. Knowing we were focused on a wide age range for users we strived for a highly scannable and easily read experience.