Coppersmith Creations Ltd. UK
Building and evolving the digital presence of a luxury homeware brand across brand, e-commerce and digital experience.
From an emerging idea to a considered digital brand.
Coppersmith Creations is a luxury homeware brand serving customers across the UK, Europe, USA and India.
I joined Coppersmith Creations in August 2016, when it was still an idea taking shape. Over the following decade, my role evolved from individual design tasks into the ongoing development of the brand, its digital presence, e-commerce experience and visual communication. From its earliest foundations to an established international business, I have been involved throughout the journey of shaping how the brand is presented, experienced and sold — contributing to a business that has now completed more than 5,000 high-ticket sales.
The challenge was to help turn an emerging idea into a credible, premium brand and build the digital foundations needed to sell high-value products to an international audience. As the business evolved, the challenge grew with it — from establishing the brand and its visual language to creating a digital experience that could support product discovery, e-commerce and increasingly complex customer journeys
Design, strategy and implementation.
Rather than working within a single specialist role, I worked across the different layers required to make the brand work digitally.
- Brand development and visual direction
- Website design and redesign
- Responsive digital experience
- WordPress and WooCommerce implementation
- E-commerce and product presentation
- SEO, analytics and conversion optimisation
- Digital marketing and brand communication
Shaping the visual language from the ground up.
When I joined Coppersmith Creations in August 2016, the business was still an idea. The first step was to establish a brand identity that could give the products a premium, high-value presence while feeling modern, sophisticated and distinctly luxurious across both physical and digital touchpoints.
I started with the logo, designing a wordmark that could live on the products themselves as well as across the wider brand experience. The wordmark combines Yellowtail for “Coppersmith” with Josefin Sans for “CREATIONS” — bringing together an expressive, crafted character with a clean, contemporary structure.
I then made the C in Coppersmith larger and more dominant, allowing “CREATIONS” to sit naturally beneath it as part of the complete wordmark. This also created a distinctive standalone C that could be used independently across smaller applications, including as a favicon.
Finally, I introduced a copper-inspired metallic gradient to the mark, directly connecting the identity to the material at the heart of the product offering. The result was an identity designed not simply to identify the business, but to help position its products as considered, premium and high-ticket.
Designing around the way people discover and buy.
The website became more than a catalogue. It needed to help customers navigate a large collection, understand products and move naturally towards purchase.
I worked across information architecture, responsive layouts, product presentation and interaction patterns to create a clearer digital journey.
Building the digital experience as the brand evolved.
Coppersmith Creations didn't begin as a fully formed brand. As the business evolved, so did the way it needed to present itself online.
The challenge was to build a digital experience that could communicate the quality and character of the products, make discovery and purchasing easier, and support the increasingly sophisticated customer journeys that come with selling high-value products internationally.
Ideas were designed to work in the real world.
One of the defining aspects of the work was the ability to move directly from visual idea to working digital implementation.
Designs were translated into maintainable WordPress and WooCommerce systems, allowing the visual language to become part of the actual product experience.
A digital foundation built for long-term growth.
Over more than a decade, the work has helped evolve Coppersmith Creations' digital presence from individual online touchpoints into a broader e-commerce ecosystem.
Good design doesn't stop at the artwork.
Coppersmith represents the kind of work I enjoy most: getting close to the business, understanding the problem, shaping the visual idea, and then seeing it through into the real world. Being involved from an early idea to a business with more than 5,000 high-ticket sales has reinforced something I value in design — an idea is only as good as the experience it creates.