Cosmo Prof.
Digital experience for a B2B salon retailer. Elevated photography, simplified navigation, and shoppable components built for working stylists.
Field Creative Direction Digital Design Photography Direction
Author Jeremy Prasatik Published: 2021 Status: Live
Classification Creative Direction Digital Design Photography Direction
Abstract
Cosmo Prof needed a digital refresh that matched the professionals using it. The existing site was functional but dated, and the work was to bring modern visual direction and clearer product discovery without slowing down commerce.
Started with photography - high-contrast lighting, defined shadows, cleaner compositions, product imagery that looks intentional rather than photographed for inventory. Typography shifted to Jost, and the palette paired soft neutrals with sharp black to ground the tone.
The redesigned homepage introduced tabbed recommendations personalized per stylist, shoppable video that let users explore looks and purchase during playback, and a stripped-back global header that gave screen space to content. Templates unified product photography, type, and layout across the site so promotions, brand campaigns, and education modules could all sit on the same chassis.
Photography That Stops Looking Like Inventory.
High-contrast lighting, defined shadows, compositions that read at thumbnail and hold up at full bleed. Product imagery that looks intentional, not photographed for inventory.
Photography came first because nothing else mattered if the imagery still felt like a 2010 catalog. Each frame defined what a good Cosmo Prof picture looked like, then the templates that followed pulled from that library.
Imagery built for the people who use the tools
A Header That Gets Out of Its Own Way.
Global navigation reduced to category names. Hero gives the seasonal launch room to land. Below the fold, tabs sort recommendations to whoever is logged in.
Personalization runs as a tabbed shelf, not a take-over. A stylist sees what they buy first, then the catalog underneath. The homepage doesn't pretend to know more than it does.
The Same System, Resized for Pocket.
Mobile starts with the same content priorities. Tabs become swipes, the hero crops vertical without losing the product, and the catalog fits one column without feeling cramped.
A Palette Tuned to Let the Photography Lead.
A palette that lets the photography lead. A type system that scales from header lockup to catalog caption without changing voice.
Chromatic brand circle
Cream
#F8F6F2
Paper, cards
Blush
#F4D9DC
Hero accent
Stone
#DBC5C8
Soft mid-tone
Sand
#E5D6C9
Warm neutral
Black
#000000
Type, structure
Brand philosophy
Cosmo Prof sells to working professionals, so the brand had to feel premium without getting precious about it. Soft neutrals carry the warmth, sharp black does the structural lifting.
Jost runs the whole system - block weights for the wordmark and category nav, regular for catalog copy, light for captions and pricing meta. The single family keeps the site from fragmenting into a dozen voices the way most B2B sites do.
Jost ExtraBold Wordmark & nav
Heavy geometric grotesque for the COSMO PROF lockup and primary category navigation. Block weight that reads at thumbnail.
Jost Medium Section headlines
Mid-weight Jost for module headlines like Introducing, For The Pros, Hair Care. Carries scale without leaning hard.
Jost Regular Body & catalog
Standard weight for catalog copy, product names, descriptions. The default voice everywhere outside of the navigation.
Jost Light Captions & meta
Light weight for captions, pricing meta, secondary information. Stays quiet so the photography stays loud.
Cosmo Prof
Wordmark & nav
Cream · #F8F6F2
Jost Medium
Section headlines
Blush · #F4D9DC
Jost Regular
Body & catalog
Stone · #DBC5C8
Jost Light
Captions & meta
Sand · #E5D6C9
B2B That Reads Like Brand Work.
Photography, type, layout, components. Built as one system so promotions, brand campaigns, and education modules all sit on the same chassis.
Services
Creative Direction
Digital Design
Photography Direction
Stack
Figma
Sketch
Photoshop
Links
A B2B retailer needed a digital experience that matched the professionals using it. Photography led the refresh, and templates carried the system across promotions, brand campaigns, and education without breaking - same chassis, every page.
