Approach
Creating clear messaging about the brand’s values was the starting point. These values eventually were written about in detail for the website, but their essence was considered throughout the entire design process. Through visual story-telling, we wanted to evoke Another Feather’s foundations of ethical practices, the care of handmade items, and the intention of longevity. The logo was inspired by the jewelry’s wabi-sabi and heirloom attributes. I chose a typeface which feels both classic and modern and manipulated the “O” representing unity as well as resembling a signet. A subtle ecru was all the color needed with the brand’s connection to nature.
Once the brand identity was approved we settled into a print-influenced e-commerce design. Thin lines and editorial-like typesettings were intentionally used as a nod to print design while still being accessible digitally. The brand’s well-known lookbook photography was highlighted on the landing page and large product images were used on product pages for an immersive experience.
User experience was the priority for the website functionality. From landing page to a collection, to product page and back, each moment is distinctive while providing clear links and buttons to get the customer where they’d like to go without getting lost. A featured section on the product page gave the ability to curate similar products to help customers put together a look or find a similar piece. Specific features like a size guide for rings and an information page answering frequent requests about made to order and custom jewelry were key time-saving measures to reduce the number of customer inquiries.
Result
The final site design is an effortless online shopping experience for the customer that’s appropriate for the products it’s selling. The client saves time by having easily accessible information for customers on site and therefore fewer email queries. There are now consistent brand identity visuals from website to social media to packaging making the brand more recognizable.
Client: Another Feather
Product Photography: Emmysu
Copywriting: Julianne Bigler
