Swift Science
For Skincare




E-commerce Responsive Website


Lead UI Designer



The Startup

A joint venture with one of the world's leading scientists in biotechnology, Professor of Imperial College London, and one of the world's most famous pop groups of the 1980's, Duran Duran. Geneu is a personable and jargon free cosmetics company which creates bespoke DNA based luxury beauty products for fashion and health conscious consumers.

Geneu is centred around having an initial DNA sample taken from a customer and within 30 minutes a personalised set of skin care products is produced in the store labs. To test and get results within this time frame was ground-breaking and the technology used was recognised with the founder winning the 2014 European Inventor Award.

The Brief

The founders required an online presence to reflect the key principles and ethos of the new high-end cosmetics brand. This was in conjunction with creating an e-commerce platform for existing customers to re-order supplies and to also setup appointments for new customers. To meet the demands of the modern day customer there had to be a responsive design and experience for both desktop and mobile.

Design Experiments

Elegant, luxurious and with the full weight of proven science behind it. I focused on making science simple and cosmetics creative by incorporating slick factual graphics. Choosing a photography style and approach on natural beauty.

The Style Guide

After a few rounds of client feedback an agreed design was put forward to get ready for production and build. A style guide for engineers was created so to make the design to build transition seamless. Note: this was before hand over tools like Zeplin were available.

The Chosen Design

The key was not to bombard consumers with buzz words and complex scientific data analysis. A simple and digestible approach made sense and was supported by the elegant use of imagery, colour and typography. The navigation was reflective of the subsections and took inspiration from a DNA strip. As well as having e-commerce integration, the key challenge was to make it fully responsive.