As a designer & partner in SEMITONE Design Studio, I designed the website of Iro Pothoulaki who crafts cast jewelry from 925 silver.
Organic forms and rough shapes define the unique style of her creations. When Iro decided to take the next step in her business, she entrusted SEMITONE with designing her logotype, brand identity, packaging, and the e-commerce website she aimed to launch.
Aesthetically, and in terms of visual communication, the jewelry needed to take center stage. We created an all-black identity, with carefully chosen typography as the sole design element, allowing the photography—whether lifestyle or product shots—to be visually dominant on the e-commerce site.
