Private Haircare · Germany
A complete brand and e-commerce relaunch for a premium German haircare brand — from strategic concept to final screen. Led solo as Graphic Design Lead, coordinating a team of five across all print and digital touchpoints.
NEWSHA is a German premium haircare brand with strong salon affinity and a growing DTC presence. When new product lines launched, the print materials had already gone premium — but the website hadn't caught up. What was needed wasn't a facelift, but a system restart: align digital with the print brand, lift conversion, and build a scalable system for future launches.
"Consistency between print and digital was not optional — it was the prerequisite for a credible premium positioning."
The brief came directly from the department head and CEO. I turned it into a full concept and led execution across every touchpoint — website, national print campaigns, magazine ads, POS and international packaging.
I led and executed this project solo — strategy, concept and every visual came from me. I also directed a five-person team, kept brand consistency across the board, managed production deadlines, and signed off print runs in person.
The primary target: a styling-conscious woman, 20–35, quality-driven and ready to pay premium. She meets NEWSHA through her hairdresser first, then buys online — so the site has to match the salon's premium feel.
Two secondary personas rounded out the picture: Sophie, a loyal customer with cross-sell potential in Body and Home, and Max, who discovered NEWSHA Men through his hairdresser.
Playfair Display carries the editorial headlines — heritage, quality, femininity. Montserrat handles UI labels and navigation — clarity, modernity. Together they mirror NEWSHA’s core values: premium craft and accessibility. Zero border-radius gives the UI an architectural, editorial feel closer to fashion than typical DTC beauty — plus generous whitespace throughout.
The redesigned website is today live at newsha.de. The design I created has been adopted in full — from the visual hierarchy and typography system to the product presentation and campaign imagery. Below are screenshots of the live site.
The relaunch extended far beyond the website. I owned the complete print ecosystem — product packaging, POS materials, national campaign posters and magazine ads in titles like Jolie and Boote, every piece personally approved at the press.
Consistent lighting and staging across every pack shot — a direct reflection of the premium price point, printed nationally and published in major German lifestyle magazines.
The relaunch created a consistent premium experience from the first salon visit to the online purchase — fully adopted and still live at newsha.de today.
"Precision by design. Instinct by nature."
— Alina Korth · Senior Brand & UX/UI Designer