Creative Director | 2020-2024
ALUVA /a-lu-va/
With its heart centered on LUV, ALUVA is a holistic brand encompassing wellness, beauty, fashion, and wealth. My journey from rebrand project to creative director has been synonymous with this company’s evolution across branding, 3D, web, and app design.
Branding
& Logos
Primary Logo
Logo Evolution
Logo Meaning
Fonts & Colors
Logo Design Process
Initially intended for a fashion and beauty refresh, the new logo’s impact was undeniable. After some gentle persuasion, the owner agreed to extend its sleek aesthetic across all verticals.
01
Sketch
Behind every polished logo is a sketchbook full of chaos.
02
Computer Drafts
Sketches are the foundation, but the real magic happens on screen as I craft and recraft the composition.
03
Finalize &
Showcase
A spark ignites when the right logo emerges from countless iterations. That's when the real fun begins – crafting a brand around this visual centerpiece.
Alternate Logos / Icons
This was the former main logo, but sometimes still used (for example, at the end of an email as a GIF).
It can be found on some of the product packaging that came after adding the heart.
The first “heart icon” was made for the Aluva LUV Foundation to represent a portion donated locally and worldwide from the profits made from company sales.
The accent icon is used at the bottom of flyers or video covers. It has also been used in several videos as a watermark.
AUX - Aluva University & Xperience Logo
Aluva’s University & Xperience (AUX) came out in fall of 2021. With that came its own identity to correlate alongside Aluva.
(More details in the Aluva Web Design Section below to explain further about how AUX works and its journey.)
Product & 3D Design
From conception to creation, I oversaw the entire product packaging process. Utilizing 3D software like Adobe Substance, Blender, and Cinema 4D, I brought the products to life in visually stunning ways, while ensuring seamless packaging design.
Health & Wellness Product Designs
Beauty Product Designs
Aluva 3D Showcase
Web Design & UI/UX
ATTENTION: The examples provided in this section are a combination of the live site and the design prototype, demonstrating the intended user experience. Please note that while the live site is close, there may be discrepancies due to ongoing updates. The live site should not detract from the overall usability and simplicity of the original design.
Website Timeline / Design Process
System Model / Simple User Journey
Understanding the user journey helps Aluva optimize the experience, increase customer satisfaction, and drive business growth.
Main User Persona
Samantha’s persona serves as a valuable tool for guiding the design process, ensuring that products and services are created with the user’s needs and experiences in mind. Upon request, I am happy to share more personas, their journey or any other info.
Surveying, Testing & Feedback
Our user-centered design approach led to significant improvements in our platform’s experience. Through a series of surveys and usability testing sessions, we identified key pain points that were hindering user conversion. For example, a single question during checkout was causing confusion and leading to a drop-off in purchases.
By eliminating this question and introducing guest checkout options, we were able to increase user satisfaction and drive conversions. This is just one example of how our data-driven approach informed our design decisions. We conducted multiple surveys across different product lines, including wellness, beauty, and fashion, to gain a deep understanding of customer needs and preferences. This comprehensive research enabled us to create solutions that not only met functional requirements, but also enhanced overall user satisfaction.
Sign Up / Check Out Process
This visual illustrates our improved sign-up and checkout process mentioned above. We simplified the steps, removed unnecessary questions, and added a guest checkout option for the user’s convenience.
Basic Design Rules
Design rules provide a foundation for creating visually appealing, functional, and user-friendly websites by ensuring consistency, readability, and accessibility. Here are a couple of examples. (I’m happy to provide more upon request.)
Tab System
Implemented a tab system to enhance navigation within Aluva’s website. This feature is intended to allow users to seamlessly explore different product categories and verticals, streamlining their online experience and making it easier to discover the products that best suit their needs.
UI Designs
Home Page
Aluva’s homepage was designed to provide a general overview of our offerings, avoiding the immediate promotion of specific products, which are highlighted on the individual vertical landing pages.
This approach is common in network marketing companies with diverse product lines, as it creates a more inclusive and welcoming experience. It differs from the more direct product-focused approach often seen in traditional business-to-consumer models.
Health & Wellness
Kicking off in 2020, Aluva’s health and wellness product line initially focused on a variety of categories, including immune and gut health, weight management, energy, athletic performance, and sleep.
Each product page was carefully designed to highlight the unique benefits and ingredients that set them apart.
Aluva University & Xperience (AUX)
Aluva’s evolution continued in 2021 with the launch of Aluva University and Xperience (AUX), two groundbreaking services that diversified our offerings beyond health and wellness products.
University provides a wealth of educational resources on forex, web3, crypto, and AI, empowering users to build successful Aluva businesses.
Xperience, on the other hand, offers regulated brokerage services and access to automated trading systems, enabling users to explore and grow their trading portfolios.
AUX: Empowering you to learn, trade, and succeed.
Fashion & Lifestyle
Aluva entered the fashion world in 2023 with a collection designed by award-winning fashion designer Rachael Domingo. The line prioritizes sustainability and longevity, offering a counterpoint to the disposable nature of fast fashion.
Beauty & Skincare
In 2024, Aluva entered the beauty and skincare market with a range of products designed to enhance and rejuvenate the skin. The star of the collection is Restorative Serum, an anti-aging serum that utilizes plant exosomes for wrinkle reduction and scar repair. Other products include face masks, face cleansers, and day and night creams.
Aluva Member Backoffice Dashboard
The Aluva Backoffice is a comprehensive tool designed to help users streamline and grow their business. The updated version, which is currently in development, will be customized to suit the needs of different user types. We aimed to create a user-friendly platform that is both powerful and flexible. (Again, I am happy to provide more info on Backoffice UX and design processes upon request.)
Dashboard with Customizable Layout
The dashboard's customizable layout allows the user to add and arrange various widgets to suit their specific needs.
Replicated Aluva Website
The user enjoys flexibility with a personalized website link that they can share with others and customize to their liking.
Business Reporting & Bonus Tracking
The Backoffice simplifies the user's business management by providing tools to track member benefits and generate reports on their team and business.
Other Aluva Websites
Despite some challenges and transitions with our development companies, we implemented creative solutions to ensure timely delivery of key resources. This included creating separate landing pages for new member onboarding, upcoming events, and company-wide livestreams. ( I am happy to present more examples or detail upon request.)
Start Aluva / Quick Resources
Startaluva.com serves as the user's one-stop shop for starting an Aluva business. It offers informative video courses and a wealth of resources to equip them for success.
Aluva
Events
Aluvaevents.com is the user's central hub for all Aluva events. It informs users about past events and challenges, and gets them excited about upcoming opportunities to connect, learn, and grow with the company.
Aluva
Meet
Aluvaevents.com/meet is for engaging with the company in real-time. Users can catch weekly livestreams, informative training sessions, and company-wide meetings hosted seamlessly through a StreamYard embedded iFrame.
Final Thoughts
This Aluva project has been an absolute blast! It has continued to enhance my understanding of user-centered product development. While there are aspects I would approach differently in hindsight, the process of learning and discovery is an essential part of growth in any undertaking. I’m pleased with the design and development process and eagerly anticipate seeing the final product come to life with each update. In time, fully showcasing the features we’ve meticulously crafted is the goal. I’m grateful for this opportunity and the valuable experience it has provided.
ATTENTION: The examples provided are a combination of the live site and the design prototype, demonstrating the intended user experience. Please note that while the live site is close, there may be discrepancies due to ongoing updates. The live site should not detract from the overall usability and simplicity of the original design.
Video / Pics & Other
Aluva Video Gallery
Aluva Photoshoots / Lifestyle
