CMS Jewellers

Working in my family's jewellery design studio, helping the business change from its high-street roots to a bespoke jewellery company. Updating the identity, service & website to communicate how we design jewellery.

 

What I did:

Identity, service & website
CMS-logo-no-type
CMS-3.0

From street to studio

This was our family jewellery shop in the centre of Bath fourteen years ago. Changes in the way people shop saw the business move from the high street to the 'studio' (a shed in the garden).

It has been my job to update the identity, website and introduce technology into the design process.

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Rethinking bespoke

Introducing 3D modelling and 3D printing has helped us to design, visualise and prototype from our studio. This has also helped us to involve our customers in creating their designs.

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Updating the identity

My uncle created the identity 30 years ago, so we wanted to retain that connection.

Old logo

CMS-Logo-old

New logo

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Type

We chose Aktiv Grotesk as a modern primary typeface & designed our own display font.

CMS Bespoke

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Colour

We created a vibrant colour palette that lets jewellery stand out and compliments coloured gemstones.

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Iconography

We designed digital hallmarks to show product components, materials and value.

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Defining products

We created packages to involve customers in designing their piece of jewellery and created individual identities for collections to separate design styles.

Customer experiences

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Design collections

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Applying the changes

A modern must

We updated the website to better show our jewellery online. Also improving how customers interact, they can now create wishlists, view and share their designs and much more.

Going the extra mile

To help our customers understand the design process we created a book that explores the steps involved and how they can use the website to start creating ideas.

Some more projects

Peritip-cover

Peritip

Gum focussed dental care

CREW-cover

CREW

Messenger for sports fans

Narranomics-cover

Narranomics

Transforming language into investment signals

Humble-cover

Humble

Personalised health & performance

Mike Stevens

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