Brand & Website Build
Design and developed the website with full e-commerce functionality, refined the logo, and created digital and print promotional materials. I also managed social media campaigns, produced ads and flyers, and contributed in-store by assisting customers and managing inventory, ensuring consistency across all customer touchpoints.
Overview
NBC’s mission is to unite a community of beauty lovers on Nantucket by showcasing exceptional brands, fostering meaningful connections, and creating an inclusive space where beauty inspires confidence, creativity, and joy.
Role: Web Developer, UX-Designer, Brand Designer
Client: Nantucket Beauty Collective
Tools: Figma, SquareSpace, SquareSpace Analytics, Google Analytics, Photoshop, Illustrator
Duration: June 2025 - Now
Business Goal
Nantucket Beauty Collective initially needed a cohesive brand identity and website to establish its presence as a local beauty retailer. As the business grew, the goal evolved into creating an e-commerce platform that would maintain sales during the off-season when in-person traffic slowed. The project aimed to strengthen brand recognition, streamline the online shopping experience, and convert casual browsers into loyal customers.
Creating Nantucket Beauty
Starting this process I talked to the founder to understand what her goals were to create the look and feel of Nantucket Beauty Collective. I gave her the prompt of creating a moodboard so I knew what she wanted the website/branding to look like. The goal was to be classic, nautical, beauty, traditional with a refreshing twist. From there, I designed promotional materials including flyers, printable ads, digital graphics, and Instagram content such as posts and story ads to establish a cohesive brand presence.
Here is her moodboard.
She also created a logo moodboard of what she liked from competitors. She wanted it simplistic, have a flower, specifically a hydrangea, and potentially have texture.
From here I started playing with flowers and designs and through communication below is what we ended with.
Creating the Logo
Here is her logo moodboard.
Some early drafts of logo.
Final logo.
Building Brand & Website
Before the shop officially opened on July 1st, I designed and launched the initial website using the assets we had: basic photos, our mission, and the about section. The goal was to keep the interface simple, with a clean UI that introduced users to who we are and what we offer while laying the foundation for future growth.
When creating designs we wanted to also capture the Nantucket experience, we wanted to provide a holistic experience.
Inital Instagram post that I created.
Photo I photoshopped the details to be blurry for website header.
Goals:
• Create a website where users can understand who we are and what we are selling.
• Create a look and feel of sophistication, modern, and feel the Nantucket experience on the page.
Creating Website
Here are some inital and first stabs with using stock images since we didn’t have content yet.
Finalized Website
Now with this finalized website we use our brand colors consistently within the website to feel coherent. We have uploaded photos of our products on Nantucket beaches for the full experience.
Setting up ecommerce
Once the business was ready to expand, I built out the e-commerce shop in Squarespace. This included creating product pages with multiple images, detailed descriptions, and filters to improve browsing. Knowing that Nantucket’s busiest season is summer, I focused on extending sales into the off-season by setting up analytics to track engagement and identify opportunities to capture more sales throughout the year.
Data Analytics
The store has been running for only 3 weeks, waiting for more data to upload :)
Stay tuned!
User Feedback & Competitor Analysis
With dedicated time for user feedback sessions, we can evaluate the usability of our shopping experience, understand key purchase motivators, and assess how our store performs compared to leading beauty competitors.
Goals:
• Task users with finding products, bundles, to make sure they can add to cart.
• See where they struggle and where they do well.
• Post tasks ask what can be improved, what would get that them to purchase, and why not they are purchasing.
Key Findings
Starting user testing session this Wednesday 10/15, stay tuned!
Quote from Client
“Working with Tori on building my website was a great experience. She was easy to collaborate with, really cared about bringing my vision to life, and was incredibly receptive to feedback throughout the process. I’m very happy with how the site turned out and appreciated her dedication and professionalism every step of the way.”
Reflections
End Results
Established a cohesive brand identity that resonates across digital and physical touchpoints.
Launched an e-commerce website that makes it easy for customers to shop and checkout.
Increased customer engagement through social media campaigns and targeted promotions.
Delivered a full suite of design support: from logo and print flyers to digital ads and website updates.
Supported in-store operations by contributing to sales and inventory management, bridging the gap between physical and digital customer experiences.
Built a scalable foundation for the company’s online presence and long-term growth.
Next Steps
Work on data analysis to gain more users and orders.
Personal Reflection
Don’t give up. Keep pushing everyday. You never know what will work.
Extra Design Materials
Promotional flyer.
