When I joined Intelligent Change as Creative Director, the brand had only three products, reflected in a website that functioned more like a static landing page with a limited user journey. As we expanded our product range to over 160 SKUs, I led a crucial website redesign. This transition was not just about quantity; it was about optimizing the shopping experience, modernizing our visual identity, and introducing a customer journey that included collections, bundles, and more brand storytelling.

Alongside the digital overhaul, I directed eight production shoots, covering e-commerce, stills, and motion. The results since launch were compelling: a tripling of conversion rate, product bundles accounting for over 30% of total sales, and a 120% increase in AOV.

The first-ever collection of accessories for Luxy Hair offered styles from lazy to formal, celebrating the brand’s ethos of Hair for Days at a price point that opened up a whole new market of consumers.

INTELLIGENT CHANGE—Ecommerce website design
Creative Director: Sarah Baker 
Designer: Florencia Baldini
Developer: Graft Studio

LUXY HAIR—Product Development, Art Direction, Design