Ecommerce brand
The challenge
HEARTS ON FIRE® is a diamond jewelry brand renowned for the beauty of its signature cut diamonds. As an online-only retailer, the experience—the right balance of information and aesthetics—was needed to drive sales. The challenge was, what was supposed to be a premium brand, came off online as wholesale, hurting their bottom line.
Ecommerce strategy and design
The signature of light
HEARTS ON FIRE® had just reworked their brand guidelines to reflect that premium nature. We worked with their marketing team to extend the brand to interactive and add a level of sophistication to the way they featured their amazing cuts and settings. This included establishing UX journeys, a UI design system, and photography standards that would scale across their entire portfolio of products, all to capture the unique idea of each diamond’s signature of light.
Content and art direction
Building a vibrant online experience
We developed a visual vocabulary for the web experience at all buyer-journey stages. We explored photography aspects in attract, relate, and educational contexts for different jewelry types to deliver a connected brand expression.
