Dove
Website redesign for Dove, the personal care brand making beauty a source of confidence for all.
Since launching in 1957, Dove has become the world’s leading personal care brand by championing superior care — from iconic products, such as their #1 dermatologist-recommended beauty bar and body wash, to collective action that delivers real impact for every member of our communities.
While at Razorfish, I worked with with a team of UX designers, UI designers, content strategists, creative directors, and copywriters to transform the website into an engaging experience that puts Dove’s vision at the forefront of all their products, campaigns, and resources.
Storytelling with a purpose
Dove’s drives change through purpose-driven campaigns that build kids’ self-esteem, end race-based hair discrimination, change our perception of beauty, and more. The previous website, however, was difficult to navigate and fell short in telling Dove’s brand story. With a new site structure and design system, the redesigned digital experience highlights Dove’s commitment to creating positive change for all.
The new site brings all of Dove’s campaigns together into one section and organizes them into intuitive categories. Users can see the full breadth of Dove’s campaigns, find helpful resources related to causes they care about, and find products that serve their needs. The design system puts emphasis on the impactful imagery that captures each campaign’s unique spirit and ties back to Dove’s overall vision.
Beauty in authenticity
Dove partnered with Getty Images and Girlgaze to create Project #ShowUs, a collection of 14,000+ images devoted to shattering beauty stereotypes by showing female-identifying and non-binary individuals as they are, not as others believe they should be. The project provided a diverse, authentic collection of imagery that embodies Dove’s mission of changing beauty, but felt disconnected from the Dove brand on their own. Infusing the iconic Dove bird into Project #ShowUs imagery throughout the site creates dynamic brand moments that feel uniquely Dove.
AGENCY
Razorfish
TEAM
John Antoniello (Creative Direction), Frederik Spahrkaes (Creative Direction/Design), Caelin Cacciatore (Design), Michael Emerson (Creative Direction/Copywriting), Jeffrey Lagasca (Experience Design), Ann-Elise Wall (Experience Design), Joni Osuga (Experience Design), Chris Haines (Content Strategy), Zachary Jackson (Content Strategy), Cortney Clarke (Program Management), Emily Deakins (Client Partner), Hetal Patel (Client Partner), and more.
