CLIENT:
Clarity Diamond
MY ROLE:
Art Direction / Web & UI/UX Design / Illustration
Clarity Diamond is a premium lab-grown diamond brand that needed a website to showcase its luxury positioning, American-grown craftsmanship, and commitment to transparency. I designed a refined, elegant e-commerce experience that highlights the brand’s story, educates customers on its proprietary growth process, and builds trust to support their high-end pricing.
CHALLENGES & KEY CONSIDERATIONS:
Balancing a luxury brand feel with e-commerce usability, ensuring the site felt elevated but remained approachable, with clear product paths and intuitive navigation.
Educating customers about lab-grown diamonds, including value, origin, and certification, without overwhelming them.
Presenting multiple product categories while keeping navigation simple and intuitive.
Delivering strong performance and readability across devices, including desktop, tablet, and mobile.
Integrating the brand story, including heritage, production process, and values, alongside products to build trust and differentiate the brand.
DESIGN STRATEGY:
Create a clean, minimalist interface with plenty of whitespace and high-quality imagery to evoke a luxurious feeling.
Establish a clear visual hierarchy and navigation with a prominent hero, concise calls to action, and easy category browsing.
Integrate brand messaging throughout the site, highlighting “American-grown,” “GIA-graded,” and “Artfully Crafted” to reinforce Clarity’s story.
Focus on visual clarity and building trust through typography, layouts, spacing, and photography.
Design intuitive e-commerce flows, including filtering, category navigation, and smooth paths from discovery to shopping or finding a retailer.
Incorporate subtle animations and parallax effects to add depth, movement, and a premium feel to the user experience.
Below is the live “Our Diamonds Are” section, featuring background illustrations that change as the user scrolls.
I illustrated each step of their proprietary diamond growth process, which animates as users scroll through the page.
