Creed

I led and directed the design team, partnering closely with stakeholders to deliver practical, tangible solutions that elevated the visitor experience for the Royal Commission for AlUla. This included launching a new mobile app and refreshing the website to align with the brand’s vision, combining strategic design direction with hands-on execution to bring the project to life.

I grounded my approach in competitor research, analysing how to streamline the path to purchase without sacrificing the luxury feel. The strategy focused on using AI to attract a new demographic through personalisation, turning a digital interaction into a lasting customer relationship.

I wanted to transcend the now-standard, utilitarian interface of tools like ChatGPT. Instead, I designed an immersive environment where customers could share their personal stories and motivations for seeking a scent. Visually, I combined Creed’s heritage imagery with rich textures and layers, building a tactile digital foundation that invites the user to weave their own narrative into the brand.

I developed these two prototypes demonstrate the AI fragrance finder in action. As the customer engages with the tool and shares their personal narrative, a dynamic collage of imagery begins to evolve, visualising their unique ‘scent story.’ This process creates a bespoke piece of digital art that culminates in the perfect fragrance match—effectively bringing the intimacy of the in-store experience into the digital realm.