Annamaria Cammilli

E-Commerce

A data structure was built
to improve the user experience

first of all through simplification.
Building a clear data structure has a key role in allowing an intuitive and user-friendly navigation and a successful shopping and acknowledgment experience.
The menu itself must be structured with intuitive hierarchy and the shortest list of items as possible.

We identified 4 main areas:
– pure corporate contents referring to company informations,
– an identity area defining the distinctive characters of the Brand,
– the whole online product catalogue
– the map of distributors and resellers
With the right Labels, everything was included in this scheme.

From shades of gold
into website palette

The most distinctive feature of the Brand catalogue is the ability of the Maison to produce eight unique different shades of gold.
This helped us synthesize the color codes of the new website which should use the same language as Cammilli’s jewels’.

We chose Typography
to style different functions

Titles, Subtitles, CTA, buttons, descriptions, simple text…
Every written word has its importance and function.
We associated 3 different typefaces to 3 different functions of words.

Large fonts were engraved and rich, actions were uppercased, important information had to be as clear as possible.
The result was a balance between serif and sans-serif fonts, between luxury and baldness.