Date Published (8.27.19)
Read Time 0 Min

We helped this iconic skincare brand rethink digital through our latest pursuit.

  • Work
BASIC® Helps Bring Murad's Digital Experience to Life

Alongside today's innovators and pioneers, BASIC® paves the way for a progressive future. The same rings true for our partnership with Murad, a leader in clinical skincare.

Formed in 1989, the company was one of the first to make significant headway in anti-aging and continues to advance the field through scientific research. For all its medical breakthroughs, it needed a platform to propel itself into the new era of wellness, so we were brought on to formulate a digital flagship.

As medical and pharmaceutical companies make an effort to keep up with changing times, there is a need to move past the sterileness and emotional detachment that once defined these brands and embrace a more human voice and tone. Consumers expect these brands to be transparent and provide value, and this insight guided our team throughout the process.

The objective was to use Murad's natural warmth and intelligence to establish brand trust among current and potential consumers. Each of the site's photos, interactions, typographic elements, and modules are rooted in purpose and exude the brand's signature vitality.

Beyond building another website or eCommerce experience, this project is a platform for wellness, giving users the knowledge and inspiration they need to reclaim their skincare.

More info at the full case study here.


Founded by Dr. Howard Murad in 1989, Murad is a clinical skincare brand committed to helping people look good and feel better. For the last three decades, the company has encouraged patients of all skin types and colors to own their wellness and unlock their full potential.


BASIC® is an experience design company that thrives at the crossroads of culture and technology. Combining human intuition with systematic thinking, its work in strategy, design, and digital transformation is recognized for challenging business convention alongside the world’s most forward-thinking brands.

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