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

Carbon Jewelry

Revealing The Brand’s Essence
Carbon Jewelry (CJ) is a start-up manufacturing and selling hand-crafted contemporary jewelry made from carbon fiber and fairtrade sourced stones.

CJ’s marketing team did a brilliant job 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’s new website.

CHALLENGE
Convey brand story and message online
Build / grow brand awareness and engagement.
Open new stream of revenue
OUTCOME
Clarified brand storytelling and messaging
Created Carbon Jewelry new website
Created new e-commerce
ACTIVITIES
Brand Discovery
User Experience
Website Design & Development
E-commerce Design & Development
CHALLENGE
Convey brand story and message online
Build / grow brand awareness and engagement.
Open new stream of revenue
OUTCOME
Clarified brand storytelling and messaging
Created Carbon Jewelry new website
Created new e-commerce
ACTIVITIES
Brand Discovery
User Experience
Website Design & Development
E-commerce Design & Development
CHALLENGE
Convey brand story and message online
Build / grow brand awareness and engagement.
Open new stream of revenue
ACTIVITIES
Brand Discovery
User Experience
Website Design & Development
E-commerce Design & Development
OUTCOME
Clarified brand storytelling and messaging
Created Carbon Jewelry new website
Created new e-commerce
⏤ B R A N D

Discovery

⏤ B R A N D

Discovery

RECALIBRATING THE MESSAGING

All the pre-existing brand communication was created by purely describing the product’s properties. Also, numerous industry constructs around jewelry design were used, making the brand voice sound almost too sophisticated.

During a series of preliminary Skype calls I did with my client, I was able to open a discussion around their contents and ask some deep questions around the real motivations behind CJ’s operations.  

By collating all the information together, I used it to generate some keywords. As I now understood the truth behind the brand, I was able to use the keywords to form a roadmap, which was the basis of CJ’s messaging and whole brand story.

RECALIBRATING THE MESSAGING

All the pre-existing brand communication was created by purely describing the product’s properties. Also, numerous industry constructs around jewelry design were used, making the brand voice sound almost too sophisticated.

During a series of preliminary Skype calls I did with my client, I was able to open a discussion around their contents and ask some deep questions around the real motivations behind CJ’s operations.  

By collating all the information together, I used it to generate some keywords. As I now understood the truth behind the brand, I was able to use the keywords to form a roadmap, which was the basis of CJ’s messaging and whole brand story.

RECALIBRATING THE MESSAGING

All the pre-existing brand communication was created by purely describing the product’s properties. Also, numerous industry constructs around jewelry design were used, making the brand voice sound almost too sophisticated.

During a series of preliminary Skype calls I did with my client, I was able to open a discussion around their contents and ask some deep questions around the real motivations behind CJ’s operations.  

By collating all the information together, I used it to generate some keywords. As I now understood the truth behind the brand, I was able to use the keywords to form a roadmap, which was the basis of CJ’s messaging and whole brand story.

KNOWING THE USERS

Having a clear roadmap without knowing who’s going to be the driver could have been a barrier to the efficiency of this website. Creating two main user definition sheets, we tried to get as close as possible to CJ’s perfect customer.  I used these two profiles to then address all the contents to ensure they communicate effectively to their target audience.

ORGANIZATION IS KEY

Using a flow map allowed me to visualize and organize the full website as a whole.. The end goal here, was to reach a balance between what CJ’s goals were, and what the customers needed to accomplish by visiting the website.

KNOWING THE USERS

Having a clear roadmap without knowing who’s going to be the driver could have been a barrier to the efficiency of this website. Creating two main user definition sheets, we tried to get as close as possible to CJ’s perfect customer.  I used these two profiles to then address all the contents to ensure they communicate effectively to their target audience.

ORGANIZATION IS KEY

Using a flow map allowed me to visualize and organize the full website as a whole.. The end goal here, was to reach a balance between what CJ’s goals were, and what the customers needed to accomplish by visiting the website.

KNOWING THE USERS

Having a clear roadmap without knowing who’s going to be the driver could have been a barrier to the efficiency of this website. Creating two main user definition sheets, we tried to get as close as possible to CJ’s perfect customer.  I used these two profiles to then address all the contents to ensure they communicate effectively to their target audience.

ORGANIZATION IS KEY

Using a flow map allowed me to visualize and organize the full website as a whole.. The end goal here, was to reach a balance between what CJ’s goals were, and what the customers needed to accomplish by visiting the website.
I N F O R M E D ⏤

Interface

I N F O R M E D ⏤

Interface

MOODBOARD

This moodboard is the same used by the CJ team to work on their own brand identity. I found it very useful to build the website and keep consistency with the general mood of this brand.

MOODBOARD

This moodboard is the same used by the CJ team to work on their own brand identity. I found it very useful to build the website and keep consistency with the general mood of this brand.
#FFFFFF
#8F928F
#515351
#262520

COLOR PALETTE

Highlighting the carbon naturale shades, I used the same color palette provided with the identity, to apply and respect the brand identity generated by the team.
Typefaces, sizes & usage
Titles and Headers H1, H2, H3, H4
Font: Lato – Light 300 – ALL CAPS
THE QUICK BROWN FOX JUMPS OVER THE LAZY DOG
Small Titles and Headings H5, H6
Font: Lato – Bold
The quick brown fox jumps over the lazy dog
Subheadings & contents
Font: Lato – Regular
The quick brown fox jumps over the lazy dog

TYPOGRAPHY

Minimal and modern, the typeface chosen for the website is just perfectly aligned with the general look and feel of the brand.

COLOR PALETTE

Highlighting the carbon naturale shades, I used the same color palette provided with the identity, to apply and respect the brand identity generated by the team.

TYPOGRAPHY

Minimal and modern, the typeface chosen for the website is just perfectly aligned with the general look and feel of the brand.

WIREFRAMING

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. At that point, the users could be ready to be gently directed towards the purchase process.

WIREFRAMING

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. At that point, the users could be ready to be gently directed towards the purchase process.

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 –

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 is simply not a choice anymore.

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 is simply not a choice anymore.
⏤ S A L E

Funnel Wanted

⏤ S A L E

Funnel Wanted

Building a network of retailers can be challenging 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 a dedicated e-commerce section within the website was the perfect solution to this problem.

BUILDING THE E-COMMERCE

Once I 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 layout to rise above the competition and avoid being 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 the 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.

UNEXPECTED CHALLENGE

While testing all the functionalities of e-commerce, we discovered a compatibility problem between the chosen platform and the product translation management. They wouldn’t talk to each other properly, so the system couldn’t always pull the correctly translated version of the same product. Of course, this happened the day before launch. 

It took lots of trial and error to understand the issue. Time was ticking, and the pressure was on. 

Finally, we were able to find the issue in the code and correct all instances of it to have the e-commerce working correctly in both languages. Job nailed!

E M E R G I N G ⏤

Success

E M E R G I N G ⏤

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 up as endorsers 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 essential for a start-up.

⏤ C O N T A C T
In need of a creative brain?

Send me an e-mail

andrea@amsportdesign.com

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