Website

Incept led UX and UI design for the Shopify build with support from development partners.

The UX was built around Dusty Luxe's customer personas, ensuring the site mapped to how their buyers actually browse and decide. The interface was redesigned to bring unique and limited pieces to the front, with clear visual cues for scarcity. Sections for curated ranges were structured to feel editorial rather than transactional, reflecting the brand's boutique positioning.

Applied neuroscience shaped the conversion logic throughout. Scarcity is a genuine psychological trigger when it's communicated honestly. The design work focused on surfacing that scarcity clearly without manufacturing urgency that wasn't real.

PR Kit

Incept developed the press kit in close collaboration with Statement PR, who managed the communications strategy.

The kit was designed around white space and editorial hierarchy, letting the product imagery and brand story carry the weight. Font selection was carefully considered to balance Dusty Luxe's vintage aesthetic with a contemporary, polished presentation. The soft pink hero colour was used as an anchor across the kit to build consistency and visual recognition.

Copy integration was handled to ensure every piece of text worked with the layout rather than against it.

Deliverables:

• Persona-based UX design

• Full UI redesign for Shopify

• Limited-availability and curated range experience

• PR kit visual design

• Brand story integration and copy direction

• Creative direction across both deliverables