Ecommerce website designed to engage users at every step while reflecting the brand’s strong tone of voice & aesthetic.


Calling is a beauty brand specialising in skincare products, aiming to eliminate toxic cosmetic ingredients for good. Dedicated to enhancing the personal wellness of every woman, by building the ultimate beauty comfort zone inspired by these raw conversations about beauty.


Calling beauty came to FDRY for a full website redesign to bring to life the visions of the brand founder. The design team closely evaluated the previous website to understand the pros and cons in terms of design and user experience. After this process we were able to understand how to elevate the site to match the brand aesthetics and gain more traffic.

We approached this by holding workshop sessions to ensure we understood the real feel of the brand, what wanted to be communicated and how they wanted to be perceived – not just the aesthetics. This allowed us to really understand the mission and values, which in turn helps us create a site that really speaks to its users. We were able to access market research done by the founder which allowed us to create a distinctly bespoke site with elements that were really going to coincide with its audience.



The FDRY team focused on enhancing user experience and ensured the Calling brand identity was maintained across the site. By implementing content blocks and micro animations to guarantee a unique experience. The new design was simple to navigate and each page would direct customers towards the first ever Calling product, driving sales whilst also simultaneously being appealing to the eye.

Additionally, the FDRY team understood the site required constant work to ensure constant improvement in terms of design, functionality, and promotions to encourage conversions. This means we left the backend as an easy-to-use platform via Shopify, with custom fields to allow full flexibility of usage for the client and for ourselves.



Through development, we were able to achieve a sleek look and feel for the site that reflected the Calling values of community, wellness, and clean beauty. Moreover, an easy-to-manage site where we (and the client) are able to constantly try out new content for users to understand what appeals to them more.


The brand new website design resulted in a unique beauty/skincare experience for all from the micro animation content down to the user friendly functions of the site.




The FDRY team focused on enhancing user experience and ensured the Calling brand identity was maintained across the site.

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