Redesign the corporate website to inspire positive change for De Beers

Role

UI Designer

Services

Product Design
UX Strategy
Art Direction

Client

De Beers Group sought to renovate its online presence to position the brand in new markets and appeal to a younger audience. The goal was to enhance digital engagement while preserving the brand’s rich heritage and high standards.

"First I just wanted to say thank you [...] it is looking really good and I wanted to acknowledge the huge effort"

De Beers Group (Brand Team)

Discovery

Dive into the brand essence

We audited the existing website, identified design and content gaps, and focused on repositioning the brand for a younger, digitally engaged audience. We uncovered underutilized high-quality imagery to enhance storytelling and identified key user experience needs, including clarity, ease of navigation, and a strong sense of community.

Brand essence

After analyzing the old website, we explored new content and design alternatives, defining the best approach for the corporate website and a fresh design language.

Celebrating diamond people

Highlighting the craftsmanship, resilience, and cultural richness of miners and communities, emphasizing their vital role in creating timeless beauty.

Enhancing clarity

Strengthening the visual presentation to align with the brand’s premium standards, ensuring clarity and a cohesive, elevated look.

Appealing to younger audiences

Evolving the brand’s tone of voice and visual identity to resonate with younger generations, balancing tradition with a modern, personal approach.

How can we modernise De Beers' online presence to engage younger investors while preserving its heritage and ensuring a clear, cohesive and premium brand experience?

Visual Identity

Design & Execution

Young vibes, old history

We've refreshed the brand's online presence to engage a younger, digital audience. The clean, modern design and refined tone ensure relevance while honouring its rich history and authenticity.

Uncovering hidden gems

Our audit uncovered a trove of unused high-quality imagery from renowned photographers.
We integrated these assets to enhance visual storytelling, optimising resources and strengthening the brand’s narrative.

UI/UX refinement

A cleaner, more modern aesthetic that aligns with emerging consumer preferences.

Digital branding ecosystem

Developed a robust design system with modular components for seamless updates.

Leveraging visual assets

Integrated high-quality imagery to enhance storytelling and brand presentation.

Responsive Design

Ensured an optimal experience across all devices.

Design System

We have been asked to develop a new digital ecosystem

After building trust with the client, we developed their entire digital branding ecosystem, creating a design system with key components and a modular online library. This ensures a consistent digital presence and easy scalability, allowing future updates and development.

Impact & Takeaway

Enhanced brand perception

and engagement among younger audiences.

Improved clarity

and cohesion in digital communication.

A user-friendly design system

that streamlines future updates.

The new corporate website creates an emotional connection with a younger audience, blending a modern, minimalistic, yet premium aesthetic. Designed with ample space for imagery, it brings people’s behind the scenes stories to life, making the brand feel more authentic and relatable

Do you have a project in mind? Let's work together to make it real and beyond expectations

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