TO BE Aesthetic Website

Web Design
Project Overview
TO BE is a beauty brand focused on minimalism and elegance. The goal was to design a web presence that reflects their aesthetic values while maintaining clarity and conversion efficiency. The site needed to feel modern, calm, and premium, matching the brand’s positioning in the cosmetic and wellness market. We aimed to create a seamless and inviting digital journey, highlighting the brand's philosophy of understated luxury. The final design emphasizes whitespace, soft motion, and visual harmony—allowing the content and product imagery to speak for itself. This project also served as a foundation for the brand’s future digital campaigns and product launches.
My Contributions
- Led the visual design direction, establishing a soft, neutral color palette and clean layout structure
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- Created a fully responsive Webflow website that adapts seamlessly across devices
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- Designed supporting visual assets including typography, iconography, and layout interactions
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- Defined the brand’s digital identity through structured design choices and micro-interaction polish
Design Approach & Outcome
The goal was to build a recognizable yet minimal brand identity that could evolve into a larger visual ecosystem. Starting with initial sketches and moodboards, I developed a custom logomark and visual language that reflected both community values and a slightly surreal, cult-inspired tone.

Throughout the process, I worked with limited color palettes, glyph-based symbols, and editorial-style typography. The resulting assets included a logo system, brand guidelines, character artwork, and social media visuals — all optimized for both digital and print use. The final design contributed to a stronger project presence and helped JB stand out in the Web3 space.