Being the fifth generation to continue the family-line within the jewelry business, DDNA was founded to shift focus and contribute to the innovation of the industry.
We were tasked with evolving their existing brand and building a unique e-commerce experience. Collaborating with Giulia and Laurens, the creative duo behind 'to the power of studios' to create something refreshing and contemporary
Those personal touches
Each piece of jewelry has a personalised element based on your DNA makeup and therefore unique to each customer. To match their new line of bespoke products, we wanted to develop a visual language built around timeless forms, constantly shifting and changing to make each experience unique. Matching the infinite possibilities for the jewelry themselves.
We created randomised soft flowing patterns in 3JS. Bubbling with energy and never repeated.
A luxurious feeling
The unique graphic elements we created were complementary to the soft intimate photography, creating a premium feel. We produced a series of layouts with lots of clear space to allow the images to breathe which contributed to an editorial feel throughout the site.
This was than paired with soft fluid movements such as a horizontal scroll through the catalog with subtle parallax and seamless transitions right through to purchase over mobile and desktop
We helped DDNA re-establish themselves as innovators within the jewelry sphere.
Translating in an increase in sales globally and a new position within the Dutch and international markets.