Matthew Lewicki

Online Store

Expert advice with a personal touch

Bluemercury was founded with a community-oriented, brick-and-mortar focus. This has guided our strategy for Bluemercury.com and set our standards for content and usability. In addition to designing the shopping experience, I created dozens of engaging, informational pages every month to showcase new products and expert advice you'd expect to find in our stores.

Familiar & responsive interface

Like Bluemercury's store services, the online shopping environment should feel familiar no matter where you are. This meant building responsive interfaces and controls that retained their layouts regardless of device or state. It also included ditching our previously separate mobile and desktop styles for a single responsive design.

Useful & intuitive

Simple icons, consistent modals, and descriptive inputs were key to delivering an accessible and focused site experience. Interface elements are clear enough to guide shoppers along while being understated enough to let product and lifestyle photography take the fore where intended.

In-House Brands

Product launches

Our creative team also produces design work for M-61 and Lune+Aster, Bluemercury's two proprietary brands. I've worked with the two brands to launch updated websites, new products and packaging, and in-store beauty experiences.

Product packaging

My first assignment at Bluemercury was to standardize the packaging of its two rapidly expanding product lines. I devised new grids and typographic guidelines for the two brands that unified the existing product line and paved the way for dozens of new products.

The Ware Center: ARTSMU Live!

A post-COVID theater program

Millersville University's Ware Center asked us to recreate their theater programs for the 2020 season. Our custom web-app brought a fresh, environmentally friendly, accessibility-forward, and COVID-safe update to a classic form.

Live mode

We didn't want the glow of screens to distract from peformances in a dark theater, so once a performance is underway the app automatically transitions to a dark color scheme.

Gamifying the Experience

To encourage patrons to use the app and explore its features, we designed gooey icons, a leaderboard system for attendance, and badges for different usage milestones.

Swan Shop Vintage

21st-century prep

Founded in Queens, New York, Swan Shop Vintage is a retailer specializing in vintage American menswear. We teamed up with Swan Shop to create a brand identity that celebrates the unique combination of tradition, ambition, and relaxed confidence embodied by the brand.

A personal touch

We wanted to find ways to mesh the brand identity with Swan Shop's merchandise. Along with the new identity, we delivered rubber stamps of the word mark and beak icon, as well as 2-sided color notecards.

Commonwealth Giant

Digital D&D

We created the logo for a new online role-playing game dungeon master service provided by Commonwealth Giant. The logo takes elements from the classic D&D frost giant and presents it with an e-sports logo twist.

blastlandECM

Planting the right seeds

We crafted a brand identity for blastlandECM, a consultancy specializing in enterprise change management strategy for educators. After exploring the personality, look, and feel of blastlandECM, we designed the logo, and then expanded the elements of color and style into a flexible yet memorable brand.

Drafts

Marketing & Collatoral

Gelato, but "make it propaganda"

This was the take-away from my first conversation with one of Dolcezza's founders. The team was fanatical about their product and wanted that obsession and reverence to be communicated through each piece of marketing I produced.

Event Promotion

Coffee District

Every season, Dolcezza would hold an open-invitation coffee competition. I created flyers, websites, email marketing, and more for these events. For one of the largest events, D.C. Coffee Fest, I created a fold-out map of the best coffee shops in D.C.