A digital refresh for Cosmo Prof, the salon supply retailer. New photography, simpler navigation, and shoppable pieces built for working stylists.
Each frame defined what a good Cosmo Prof picture looks like.
Compositions that read at thumbnail size and still work at full bleed. The templates that came after pulled from that library.
Photography came first. The old pictures looked like a 2010 catalog, and no layout was going to fix that.
Pictures for the people who use the tools
The hero goes to the seasonal launch. Below the fold, what a stylist buys first, then the rest of the catalog.
The shoppable video comes after, with the products from each look a tab away. Nothing on the page takes over. The personalization is a shelf, and the catalog is still right there under it.
The page keeps the desktop order. The hero crops vertical and keeps the product in frame, and the catalog drops to one column.
The colors stay back so the photography leads. Jost runs from the header lockup down to the price line under a product.
The people buying here are professionals, so the brand had to feel premium and never get precious about it. Soft neutrals bring the warmth, and sharp black gives it structure. Jost does all of it. ExtraBold for the wordmark and the category nav, Medium for module headlines, Regular for catalog copy, Light for captions and price lines. One family keeps the site from splitting into a dozen voices.
The markPromotions, campaigns and education all run on them.
After that a promotion, a brand campaign or an education module dropped into the same slots and read as one site.
Digital Design
Photography Direction
Sketch
Photoshop
