CJ-logo-opt
CJ-logo-opt
CASE STUDY

CARBON JEWELRY

Revealing the essence behind the brand
ACTIVITIES

Art Direction
Strategy
UI/UX
Web Design
E-commerce

CHALLENGE
Build online brand awareness and recognition
Clarify brand positioning and storytelling
Open the road to revenues and sales
OUTCOME
Brand Messaging recalibrated for online contents
User Experience
Website Design & Development
E-Commerce Design & Development
CHALLENGE
Build online brand awareness and recognition
Clarify brand positioning and storytelling
Open the road to revenues and sales
OUTCOME
Brand Messaging recalibrated for online contents
User Experience
Website Design & Development
E-Commerce Design & Development
ACTIVITIES

Art Direction
Strategy
UI/UX
Web Design
E-commerce

CHALLENGE
Build online brand awareness and recognition
Clarify brand positioning and storytelling
Open the road to revenues and sales
OUTCOME
Brand Messaging recalibrated for online contents
User Experience
Website Design & Development
E-Commerce Design & Development
ACTIVITIES

Art Direction
Strategy
UI/UX
Web Design
E-commerce

JEWELS BLENDING TOGETHER THE ENGINEERING UNIVERSE

thanks to the use of innovative materials such as carbon fiber, and the preciousness of highly selected stones, unique for purity, brightness, and strength
– Carbon Jewelry –

JEWELS BLENDING TOGETHER THE ENGINEERING UNIVERSE

thanks to the use of innovative materials such as carbon fiber, and the preciousness of highly selected stones, unique for purity, brightness, and strength
– Carbon Jewelry –

JEWELS BLENDING TOGETHER THE ENGINEERING UNIVERSE

thanks to the use of innovative materials such as carbon fiber, and the preciousness of highly selected stones, unique for purity, brightness, and strength
– Carbon Jewelry –

THE STARTING POINT

Carbon Jewelry (CJ) is a start-up manufacturing and selling hand-crafted contemporary jewelry made from carbon fiber and highly selected stones.
CJ’s team did a brilliant job on their brand visuals, creating most of the assets needed to visually define their brand. On the other hand, they were struggling to convey their brand story and message to their customers. This ultimately led to slow engagement and the need to create a space where customers can feel aligned with the brand story: Carbon Jewelry new website.

RECALIBRATING THE MESSAGING

All pre-existing brand communication created by CJ team, was mostly describing the product’s properties. For the remain part, numerous industry constructs around jewelry design were used, making the brand voice sound almost too sophisticated.

I got into a series of preliminary skype calls with the client, in which I was able to open a discussion around their contents and ask deep questions around the real motivations behind CJ’s operations. I collected all the information received and distilled them into key-descriptors. The essence of Carbon Jewelry Brand had been revealed to me. By aligning all contents to my keywords, I was then able to establish a roadmap to use to recalibrate CJ’s messaging and the whole brand story.

RECALIBRATING THE MESSAGING

All pre-existing brand communication created by CJ team, was mostly describing the product’s properties. For the remain part, numerous industry constructs around jewelry design were used, making the brand voice sound almost too sophisticated.

I got into a series of preliminary skype calls with the client, in which I was able to open a discussion around their contents and ask deep questions around the real motivations behind CJ’s operations. I collected all the information received and distilled them into key-descriptors. The essence of Carbon Jewelry Brand had been revealed to me. By aligning all contents to my keywords, I was then able to establish a roadmap to use to recalibrate CJ’s messaging and the whole brand story.

RECALIBRATING THE MESSAGING

All pre-existing brand communication created by CJ team, was mostly describing the product’s properties. For the remain part, numerous industry constructs around jewelry design were used, making the brand voice sound almost too sophisticated.

I got into a series of preliminary skype calls with the client, in which I was able to open a discussion around their contents and ask deep questions around the real motivations behind CJ’s operations. I collected all the information received and distilled them into key-descriptors. The essence of Carbon Jewelry Brand had been revealed to me. By aligning all contents to my keywords, I was then able to establish a roadmap to use to recalibrate CJ’s messaging and the whole brand story.

GETTING TO KNOW THE USERS

Having a clear roadmap without knowing who’s going to be the driver could have been a barrier to the efficiency of my project. Using some common traits clarified during my calls with the client, I created user definition sheets, trying to get as close as possible to what was described to me as the perfect customer.

ORGANIZATION IS KEY

Using a flow map allowed me to visualize and organize the full website as a whole. Planning page flow and interactions between pages, I did establish the user journey across the whole website, trying to reach a balance between what CJ’s goals are, and what the customers need to accomplish.

GETTING TO KNOW THE USERS

Having a clear roadmap without knowing who’s going to be the driver could have been a barrier to the efficiency of my project. Using some common traits clarified during my calls with the client, I created user definition sheets, trying to get as close as possible to what was described to me as the perfect customer.

ORGANIZATION IS KEY

Using a flow map allowed me to visualize and organize the full website as a whole. Planning page flow and interactions between pages, I did establish the user journey across the whole website, trying to reach a balance between what CJ’s goals are, and what the customers need to accomplish.

GETTING TO KNOW THE USERS

Having a clear roadmap without knowing who’s going to be the driver could have been a barrier to the efficiency of my project. Using some common traits clarified during my calls with the client, I created user definition sheets, trying to get as close as possible to what was described to me as the perfect customer.

ORGANIZATION IS KEY

Using a flow map allowed me to visualize and organize the full website as a whole. Planning page flow and interactions between pages, I did establish the user journey across the whole website, trying to reach a balance between what CJ’s goals are, and what the customers need to accomplish.

INFORMED INTERFACE

Aiming to provide the most relevant information quickly and efficiently led me to use wireframes to organize contents inside every page or section. The priority was the high-impact brand messaging I previously made, letting the customers satisfy their appetite for an emotional connection with the brand. Once the customers had reached that point, the users could be ready to be gently directed towards the purchase process.

RESPONSIVE UI

A useful online experience can directly impact the perception of a brand, so it was essential to deliver the website correctly on all devices and platforms. Also, mobile web surfing overtook desktop browsing in 2016. As a consequence, increasing numbers of sales have been made through smartphones and tablets during the last few years, meaning that responsivity was simply not a choice anymore.

SALE FUNNEL WANTED

Building a network of retailers can be haunting and require time for negotiations. A time my client could not afford to wait without having their products available for sale somehow. It was a risk they just couldn’t take.
As a consequence, the building of dedicated e-commerce within the website was the perfect solution to this problem.

THE E-COMMERCE

Once addressed the engagement issue by recalibrating the brand messaging, The priority for my client clearly became sales implementation. The client required a tailored and elegant work to rise above the competition and avoid to be mistakenly associated with low budget competitors and markets. This choice unquestionably helped to develop an interface in line with Carbon Jewelry’s brand, supported by all functionalities needed to help the brand to be perceived for what they really are, a Jewelry start-up with lots to say in the market.

EMERGING SUCCESS

The website has had a significant impact in helping Carbon Jewelry to develop awareness and engagement for the brand. The growing curiosity around this brand has led fashion and TV celebrities to sign as testimonials for the brand. Carbon Jewelry went from being an emerging brand, into quickly being recognized by the press all over the world.

The e-commerce has had prominent importance, allowing Carbon Jewelry to build its growing network of resellers without losing sales opportunities, which are essentials for a start-up.

READY TO TALK?

Let's build something rad together.