Role
UI Designer
UI Designer
Services
Product Design · UX Strategy · Art Direction · Visual Design
Product Design · UX Strategy · Art Direction · Visual Design
Overview | Balance innovation with tradition
De Beers, a global leader in the diamond industry, wanted to modernise its corporate website to connect with digitally savvy consumers. The project aimed to balance innovation with tradition, refining the brand’s digital presence while upholding its legacy.
De Beers, a global leader in the diamond industry, wanted to modernise its corporate website to connect with digitally savvy consumers. The project aimed to balance innovation with tradition, refining the brand’s digital presence while upholding its legacy.
Impact | Stronger engagement and perception
The redesigned website increased engagement and retention, strengthened brand perception among younger audiences, and delivered a seamless, immersive experience across devices. The modular design system ensures long-term consistency and efficiency.
The redesigned website increased engagement and retention, strengthened brand perception among younger audiences, and delivered a seamless, immersive experience across devices. The modular design system ensures long-term consistency and efficiency.
Positive client feedback
"First, I just wanted to say thank you [...] it is looking really good and I wanted to acknowledge the huge effort."
– De Beers’ Brand Team
"First, I just wanted to say thank you [...] it is looking really good and I wanted to acknowledge the huge effort."
– De Beers’ Brand Team
engagement
Challenge | Missing the human story
The existing website lacked clarity, cohesion, and storytelling, especially around the human stories behind each diamond. Users struggled to engage, and the premium feel was diminished. The brand needed a modern digital presence that resonated with younger audiences without losing its heritage.
The existing website lacked clarity, cohesion, and storytelling, especially around the human stories behind each diamond. Users struggled to engage, and the premium feel was diminished. The brand needed a modern digital presence that resonated with younger audiences without losing its heritage.
Goal | A premium digital experience
Deliver a premium, immersive, and scalable website that reflects De Beers’ high standards, engages a younger digital audience, and celebrates the craftsmanship and human stories behind each diamond.
Deliver a premium, immersive, and scalable website that reflects De Beers’ high standards, engages a younger digital audience, and celebrates the craftsmanship and human stories behind each diamond.
Strategy | Blending heritage with innovation
We conducted an in-depth audit, analysed competitors, and ran client workshops to define a clear digital strategy. Insights guided the redesign to balance heritage with modern engagement, improving clarity, usability, and become emotionally resonant storytelling that honours legacy.
We conducted an in-depth audit, analysed competitors, and ran client workshops to define a clear digital strategy. Insights guided the redesign to balance heritage with modern engagement, improving clarity, usability, and become emotionally resonant storytelling that honours legacy.
Research & Analysis | Defining gaps
The audit revealed gaps in content structure, visual consistency, and emotional engagement. Competitor benchmarking and audience research highlighted opportunities to refine the brand’s positioning for a digital-first audience.
The audit revealed gaps in content structure, visual consistency, and emotional engagement. Competitor benchmarking and audience research highlighted opportunities to refine the brand’s positioning for a digital-first audience.
Design Principles
Storytelling
Natural steps
Attention
Never kitsch
Elevate upon
Natural steps
Attention
Never kitsch
Elevate upon
Ideation | Modernise the experience
Mood boards, wireframes, and content structures were created to align storytelling with a contemporary, immersive experience. Layouts, typography, and colour palettes were tested to balance premium aesthetics with modern usability, ensuring intuitive navigation.
Mood boards, wireframes, and content structures were created to align storytelling with a contemporary, immersive experience. Layouts, typography, and colour palettes were tested to balance premium aesthetics with modern usability, ensuring intuitive navigation.
High Fidelity | Human stories to the front
The final design features a clean, premium aesthetic with modular components for scalability and adopt a warmer, more personal tone. Human stories from miners and communities were highlighted, and high-quality imagery was integrated to strengthen emotional engagement and brand narrative. Interfaces prioritised essential content and responsiveness across devices, creating a distraction-free, engaging experience that reflects De Beers’ heritage and modern outlook.
The final design features a clean, premium aesthetic with modular components for scalability and adopt a warmer, more personal tone. Human stories from miners and communities were highlighted, and high-quality imagery was integrated to strengthen emotional engagement and brand narrative. Interfaces prioritised essential content and responsiveness across devices, creating a distraction-free, engaging experience that reflects De Beers’ heritage and modern outlook.
Takeaways | Leveraging existing assets
Leveraging existing assets effectively elevates brand storytelling. Balancing heritage with innovation is key to repositioning a legacy brand. Iterative testing and close client collaboration produce refined and impactful design solutions.
Leveraging existing assets effectively elevates brand storytelling. Balancing heritage with innovation is key to repositioning a legacy brand. Iterative testing and close client collaboration produce refined and impactful design solutions.
