The Coordinates Collection website redesign required rethinking the visual and conceptual representation of the brand. The main challenge was communicating the customizable jewelry message. The solution was in simple photography and minimal typography, reflecting the elegance of each Coordinates piece. The jewelry is always front and center, easily showing the unique latitude and longitude numbers featured on each piece. The end result is an elevated brand through an effortless, intuitive, and beautiful online experience.
The homepage gives an introduction to the brand, featuring lifestyle images paired with individual products. It was important to emphasize and communicate the concept of the coordinates jewelry. Our solution was displaying latitude and longitude numbers combined with heartfelt quotes, telling the pieces’ story.
The new product page outlined the features and details of a new piece, highlighting the architecture of the jewelry and how it is customizable. Each piece or line launched received a dedicated page, which added original content to the website as a whole, something that the previous iteration lacked.
The process of designing a piece required many steps, including choosing the finish, material, coordinates, engraving, stone, and size of a given piece. It was important to keep the design and functionality easy to understand, follow, and complete. The steps are simple and seamless, keeping the customer engaged all the way through checkout.
Discover Coordinates is a feature which guides a user through several prompts in order to recommend products as a result. We created a design that uses playful photos to visually guide the user through the questionnaire.
“The New” is the Coordinates blog, a place to update and outline new products and special features. The design allowed for flexibility and accommodated different types of content easily.