OPI

About OPI

When it comes to nail polish, brands don't get much bigger than OPI. For years they've been at the forefront of nail color technology, styles, and innovation, which is why they're the first choice for salons and nail artists worldwide.

Renowned for their vibrant and unique shades, the Wella-owned brand has built an enviable reputation and following through their constantly new collections, snappy product names ("Spring Break the Internet" and "NFTease Me"), and their vast array of content, from nail art tutorials to guides for salon owners.

What We Did

After a deep dive into the brand’s new BVI, we presented two clear directions to the team, one leaning more heavily on the color aspect of the brand – going to town with the integration of color swatches, shopping by color features, and bright, bold imagery. The second path took a more community-led approach. Thanks to their huge following, we designed a concept featuring real-life nail artists worldwide to offer their styling tips and product recommendations.

After our first direction was chosen, we took some of the community led elements from option 2 and began pulling together full design concepts for the core pages and building out prototype to make the site feel as real as we could before a line of code was written. Given the audience, mobile was clearly the focus, so it was here that spent time designing and fine-tuning features that reflect best on smaller screens.

Design for the New Era

After our first direction was chosen, we took some of the community-led elements from option 2 and began pulling together full design concepts for the core pages and building out a prototype to make the site feel as real as we could before a line of code was written. Given the audience, mobile was clearly the focus, so it was here that spent time designing and fine tuning features that reflect best on smaller screens.

The new OPI.com has taken this legendary brand into the 21st century. With more engaging and inspirational content built around a seamless mobile driven shopping experience that allows the customer to quickly access their favorite shades and discover a range of new ones through tutorials, style guides and user generated content.