Appleby are long established as Ireland's preeminent jewellers, offering superbly crafted pieces that generations have treasured.

Jewellery is also one of the key consumer offerings that people research intensively online before browsing in store. The brand were keen to elevate their digital presence so that it better represented the 'Appleby difference' – the honest, consumer first focus they offer everyone who walks though their door.

I collaborated with the Appleby team to firstly garner the exact messages they wanted to prioritise and shape a tone that communicated these in away that appealed to their target consumers.

It was important that we presented their products upfront but equally imparted the key brand messages to give consumers a comprehensive overview of all that makes Appleby so special. I chose to structure the homepage as a parallax scrolling design that allowed me create sequential panels communicating the brand and product messages. The imagery is vivid and evocative but doesn't overpower the jewellery.

We are launching each section incrementally so the new homepage presently fronts the old site – but keep checking in as we unveil the revised e-commerce product pages with great new features and the redesigned brochure pages. Visit the new homepage here.