The Challenge

Handcrafting uncommon perfumes for royal houses and discerning patrons for over 250 years.

It was a bottle of Royal English Leather commissioned by King George III that first launched the House of Creed brand. A heritage this prestigious requires an elevated online experience—something the prior iteration of wasn’t delivering. In 2018, we were commissioned to design, develop + launch a fresh face for the North American e-commerce hub for the Paris-based perfumery.


Surveying + Analysis
User Experience
Responsive Digital Design
Email Marketing Templates


Full Production Management
After Effects

Making It Personal.

A deep-dive into the workings of the prior site through heatmapping and scroll reports allowed us to understand the user flow and reimagine ways to convert more users to buyers. We designed a UX experience that guides users through the site via a simpler + smarter navigation system.

Comfortable in the luxury space, we knew just how to position the new e-commerce experience. In envisioning the new, we sought to more closely mimic the feeling of an in-store shopping experience. We created a personalized shopping tool and “scent finder” to allow for a more direct product connection. The entire site is based on a flexible platform that easily adapt to future changes and innovation.

Introducing White Amber

In addition to the relaunch, we created a film introducing White Amber—a fruity-floral scent featuring a bouquet of fruit, jasmine and benzoin combined with rich amber and Indian sandalwood. White Amber pays homage to golden amber, a precious resinous ingredient long used in jewelry and perfumery. Amber has historically been one of the world’s most highly-prized treasures known for its beauty as well as its healing and life force energies. Crafted from handpicked ingredients by sixth-generation Master Perfumer Olivier Creed, White Amber marks the sixth fragrance in Les Royales Exclusives Collection.

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Rita Hazan