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 skin care products. Their aim is to eliminate toxic cosmetic ingredients for good. Dedicated to enhancing the personal wellness of every woman, Calling are building the ultimate beauty comfort zone inspired by these raw conversations of beauty.


Calling beauty came to FDRY for a full website redesign in order to bring their founders’ vision to life. 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 understood how to elevate the site so it matched brand aesthetics and had the capabilities for gaining more traffic.

The FDRY team approached this brief by hosting a variety of workshop sessions to ensure we thoroughly understood the true feel of the brand, what needed to be communicated and how they wanted to be perceived – not just the aesthetics. This allowed us to really understand Calling’s mission and values, helping us create a site that really speaks to its users. By utilising a range of market research strategies, we created a distinctly bespoke site with elements that deeply resonated with their audience.


The FDRY team focused on enhancing user experience by ensuring 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 directed customers towards the first ever Calling product. Additionally, the FDRY team understood that the site required continuous work to ensure consistent improvement in terms of design, functionality, and promotions in order to encourage conversions. This meant the backend was left as an easy to use platform, with custom fields to allow full flexibility of usage for the client and for ourselves.  



Through thorough development, we achieved a sleek look for the site that reflected the Calling values of community, wellness, and clean beauty. Moreover, our goal was executed – an easy to manage site for the client, with specific strategies that directly improved user engagement and functionality.

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

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