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James Alfredson

Website

After working with Lemonade to create a new brand identity, signage, brochures and advertising collateral, the next stage for James Alfredson was to develop the brand interactively. With a new city store opening in October, James Alfredson required a website to compliment the salon and to promote their stylish and distinctive antique jewellery online.

Specialising in fine antique and estate jewellery, James Alfredson have a unique collection of sophisticated and desirable pieces. The objective of the website was to emulate the brand in the online space, providing a stylish and elegant setting to show case the products. The vision of the site was to create an online brand experience that resonated perfectly with the interior of the recently opened shop. Leveraging off the David Hicks designed patterns from the carpets and walls, the site uses geometric shapes in the background and black and grey colours to set a stylish and sophisticated tone. Stepping into the Melbourne city store or visiting the shop on-line provides the customer with a seamless experience.

The unique appeal of the James Alfredson jewellery is its desirability and high wearability in today’s fashions. A model shoot was used to portray the jewellery in person and to promote the lifestyle aspect of the brand. Large model shots were used on the home page, and were integrated through elegant flash transitions using a geometric ripple effect. The collection was also shot as individual products against a black background to resonate with the sleek stylish look of the James Alfredson salon. The collection provides a number of close up crops to allow jewellery to be viewed in detail.

The website also offers a subscriber sign-up and database and a news section providing the latest industry and James Alfredson information.