Silk Road is a company based in Afghanistan that was formed as a result of a United States Agency for International Development (USAID) initiative that promotes private investment in the country. The goal in designing the client's new website was to spark interest to inform users on Silk Road's initiative to stimulate the economy and export of gemstone jewelry. To this, a narrative was largely at play with both the background of the company and the process of creating their gemstone jewelry.
SOLUTION & RESULTS
In gathering a better understanding of what's important to the client, we presented an iteration that balances visual and textual information to draw their story. We made sure to make the gemstones the forefront of visual appeal. The rich color and textures of the gemstone imagery, combined with sleek typefaces, creates an elegant styling that supports the goal of the site. The client was excited by the atmosphere created by their recontextualized gemstones.