1 designer/developer (me), photographer, BMSC leadership as stakeholders
Brand & user research, IA, UI/UX design, front-end build, HR system integration, photoshoot direction, SEO
Shipped and live. Supporting B2B lead generation and internal HR workflows.
Jump to before / after ↓BMSC has decades of history and real manufacturing capability in the US cosmetic and skincare sector. None of that came through on the old site. It undersold the company to B2B prospects, and internal teams had no digital support for HR work.
Before touching UI, I mapped BMSC's brand, business goals, and the people who'd actually use the site, B2B clients and internal staff. Every decision after got measured against that.
Understood BMSC's history, capabilities, and where its market position had drifted from what the old site conveyed.
Translated leadership's growth and lead-gen goals into concrete requirements for the new site and its content.
Mapped how B2B prospects evaluate a manufacturing partner online, and how internal staff needed the site to work for them too.
A clean, modern UI/UX carried the redesign, but the project went past visuals into internal tooling and how the brand would actually be seen.
A rebuilt information architecture and visual language that reads as intuitive and easy to use for B2B visitors evaluating a manufacturing partner.
Integrated a smart HR module into the platform to simplify internal processes and support the team's day-to-day work. This wasn't just a public-facing shell.
Organized and led a professional photoshoot so the brand looked like itself, not stock photography.
Wrapped the rebuild in SEO practices so the site could actually be found and pull organic traffic.
BMSC never had a formal design system, colors, type, and components were applied inconsistently page to page. Before designing a single screen, I built one: a color palette, a type pairing, and surface and elevation rules the whole site could sit on.
A closer look at three screens from the relaunch.
Leads with brand story and manufacturing capability instead of a generic product catalog. It's the first impression for B2B prospects.
Lays out BMSC's history, certifications, and manufacturing capabilities so prospects can vet the company before a sales call.
An internal-facing screen built into the same platform. It simplifies day-to-day HR workflows for staff.
An internal-facing screen built into the same platform. It simplifies day-to-day HR workflows for staff.
The relaunch gave BMSC a site that backs real business goals. It represents the company accurately to B2B clients, eases internal HR work, and grows organic reach through SEO.