Client: Graff Diamonds.

Project type: responsive e-DM.

Role: UX & UI design.

Year: 2016.

Background: I was tasked to design and develop the first electronic direct marketing pieces for Graff Diamonds. The design needed to portray the exquisite elegance and exclusivity of the brand as well as a very simple user journey.

Objective: the primary objective was to design and develop the first electronic direct marketing (e-DM) pieces for Graff Diamonds, reflecting the exquisite elegance and exclusivity of the brand. The e-DM aimed to engage a luxury audience while showcasing Graff’s stunning diamond collection 'Floral Rain'. The design needed to incorporate visually captivating elements, such as high-quality imagery and refined typography, while ensuring a seamless user journey that guided recipients effortlessly through the content. Ultimately, the goal was to enhance brand perception and drive engagement with potential clients.

Challenge: the challenge was to create an e-DM that effectively communicated Graff Diamonds’ luxurious identity while maintaining simplicity in user experience. Balancing the intricate details of the brand's elegance with an intuitive design required careful consideration of layout and navigation. Additionally, ensuring compatibility across various devices and email clients presented technical hurdles. The final design had to capture attention and inspire action without overwhelming users, making it essential to strike the right balance between beauty and functionality.