web design, build & motion
cienna newett
photography
jenna jones
project lead
liza utter
client
laini reeves, founder of burgeon
timeline
Feb - Oct '23
reels
laini reeves is a legend in the hair industry. she coined the phrase gorgeous f**king hair, and honestly, that says it all. she came to me with a product, a launch eight months out, and a rule: hair supplements shouldn't be shy. they should be sexy.
so i broke the grid. literally. type pushed to the edges of the page, bold videos and photos- nothing shy here. within 6 months we had a functioning design and then in 2 months i got the backend ready to ship nationally.
the challenge
"bring some f*cking grit into it!"
the photography was gorgeous. product, models, all of it. it was also clean, and clean wasn't the brand. laini challenged me to bring grit, grain and edge to something that had none of it in the stills, so that's where the motion came in.
the solution
get outside & get dirty.
the logo animations were made by hand: real footage. paper cutouts and ink bleeds. nothing is a preset. the grain, the light, the way the type lands, all of it came from something physical. the product and model stills are beautiful. but the motion is where the brand gets its teeth.
the site
designed in figma, built in shopify
8months
start to launch
4products
sold nationally
33.5k
instagram followers
the grid
behind the scenes
laini's dogs <3
building the website
experiements
bur·geonpronounced /bur-john/verb
middle english, from old french borjon. to grow, to flourish.
