A Unified Digital Space
Our mission was to deliver a single, integrated platform that offers a personalized experience to every user. We wanted to create a space that truly understands who people are, promoting well-being in their lives while reflecting the core values of the brand through both products and meaningful content.
Balancing Content and Shopping
The primary hurdle was the fragmentation of Natura’s digital presence. We needed to create a service that balanced storytelling and shopping through a united platform. This required the complete unification of sales portals, blogs, and content hubs into one cohesive ecosystem that remained rooted in the heart of the brand.
Our process was structured into four key pillars: Discovery, Envision, Definition, and Delivery.
Because this was a strategic partnership, our role was to design and validate the entire experience before handing it over to the client. We were responsible for the complete creative and strategic package, ensuring the vision was fully realized and documented before the internal teams moved into the development phase.
As part of a consultancy, we took a deep dive into the Natura ecosystem to ensure our strategy was grounded in reality. I participated in an extensive research phase that included:
Interviews with 11 stakeholders and 13 customers.
Audits of physical stores and 7 different online shopping experiences.
The Result: Eight main insights that became our North Star, including the need for sensorial experiences, integrated journeys, and sustainability.
One Natura Soul:
By synthesizing our research, we created the strategic framework that guided every design decision:
Natura is a legacy Brazilian brand with a deeply human history. I remember when the brand worked through physical magazines delivered by consultants who helped you test products in person. As Natura moved to the web, it risked losing that essential human touch and sensorial experience.
We tried to activate other senses to fill this void:
For Makeup: We used high-fidelity texture images and photos of products applied to all skin colors.
For Fragrances: We provided accurate descriptions of scent notes paired with sensory playlists and small movies designed to convey the feeling of using the fragrance.
To ensure this "human touch" wasn't lost during development, I built a comprehensive 65-page style guide. I worked to produce this documentation, ensuring every digital touchpoint remained consistent.
Unified Elements: Detailed specs describing all UI elements to ensure they worked perfectly for both mobile and desktop.
Content Creation: Guidelines for imagery, language, videos, and banners.
Design for Wellness: A complete system that allows Natura to maintain its "soul" across every digital touchpoint.
Because this was a consultancy project, we delivered the entire strategic and visual package to the client before development. It was an exhaustive effort involving team-building and alignment with different product areas. It was incredibly rewarding to see the brand's values translated into a vision that Natura could carry forward with confidence.
