Smith & Cult

Dare to be bold.

When DOMANI was tapped by Smith & Cult to dream up a rule-breaking experience to feed the insatiable, creative thirst of nail enthusiasts everywhere, we knew that no simple e-commerce site would do. With shades with names like Stockholm Syndrome and Vegas Post Apocalyptic based on the diary of a fictional beauty-obsessed heroine, this new brand is shaking things up in a fairly traditional category - and needed an online presence to match.

The result? A unique, uninhibited e-commerce platform that helped Smith & Cult burst onto the scene, and also redefined and elevated the nail care space.

Project Link:

Smith & Cult

  • Ecommerce
  • Systems Integration
  • Systems Architecture
  • Platform Development
  • Strategy

Giving beauty addicts the ultimate fix.

When Smith & Cult came to DOMANI, they were still building the brand from scratch. Working hand in hand, our creative process helped inform their brand development and vice versa. We were able to adapt to an aggressive timeline and roll with the punches knowing the challenges of bringing a challenger brand to market - and one that wanted to disrupt the scene in a big way.

In the end, we created an ecommerce platform inspired by the adventurous and edgy spirit of the brand. Instead of the standard scroll, users can browse colors in both a group setting and by shade. A full screen shade selector lays out the different hues horizontally, enabling visitors to glance at each one without having to leave the page. Textural brand videos hook visitors right as they land on the homepage, and nail polish bottles explode as visitors scroll down to learn more about the brand. Focusing heavily on conversion, we featured clearly defined calls to action throughout the site and performed rigorous testing on responsive elements for numerous sizes and resolutions.

  • Rule-breaking e-commerce site helps a new brand burst onto the scene
  • Shade selector lays out the line of hues in a refreshing format
  • Clear CTAs, rigorous testing, and responsive elements pave the way for conversion
  • the beautiful madness of style. Each shade is inspired by a collection of diary entries written by a manic beauty junkie, taking visitors through the story of the brand and the wild nights that inspired each product.