Digital Design Leadership at AS Beauty
As Senior Digital Designer and Lead at AS Beauty, I spearheaded the creative direction and execution of digital campaigns for Julep and Bliss, two brands known for their innovation in clean beauty and skincare.
Highlights
Case Study: Unified Rebranding for Julep & Bliss
Role: Sr. Digital Designer & Lead
Company: AS Beauty
Scope: Website Rebranding, Email Marketing, UX/UI Design, Brand Strategy
Challenge
Rebrand two distinct beauty brands—Julep (playful, bold) and Bliss (clean, confident)—under a unified digital strategy while preserving their unique identities. The goal was to modernize their websites, improve performance metrics, and streamline creative workflows.
Objectives
Redesign both brand websites for improved UX and visual storytelling
Create scalable design systems for email and campaign assets
Align digital aesthetics with evolving brand positioning
Reduce production timelines and increase engagement
Solutions
Modular Design Systems: Built reusable components for email and web, enabling faster deployment and consistent branding.
Homepage & PDP Redesigns: Introduced editorial layouts, clearer CTAs, and improved mobile responsiveness.
Visual Language Refresh: For Julep, leaned into bold color and playful typography; for Bliss, emphasized clean lines and skincare-first messaging.
Cross-Functional Collaboration: Partnered with dev, marketing, and copy teams to ensure seamless execution.
Results
+22% Email CTR (Julep)
+30% Email Open Rate (Bliss)
+18% Homepage Engagement Lift (Julep)
−40% Design-to-Launch Time (Bliss)
Reflections
+26% Average Email Engagement
Across both brands, redesigned email templates and campaign flows led to a significant lift in click-through and open rates.
+18% Homepage Interaction Rate.
anna marie rifler, product designer at amazon
“Schirin is my favorite person to work with, such a creative idea generator for
e-comm and beyond!”
SAY HELLO
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