10/08/2026
I had the pleasure of recently working with ETTstudio, a high-end jewellery brand in Edinburgh.
Tasked with Phase 1 of ETT Circle — an exclusive area for their audience to build a deeper relationship with the brand over time. Creating anticipation and belonging towards the brand, phase one was an introduction and restricted online gateway into the exclusive area.
More than a designer...
When tasked with creating a unique experience for a brand, often as designers, it’s not always our ability to position or move pixels around a page. We’re the orchestrator of the entire client journey; we should control flow and rhythm from start to finish, more so, how we make our audience feel throughout.
The designer's job is not only to follow the project brief, but to inject their own individuality and creative direction around it. Our ability to spot something that may shift the entire experience, when others may not. It’s having awareness and foresight to look at the much larger picture.
ETTstudio is a highly creative brand, with some of the most tasteful and exquisite jewellery I’ve seen. Their ability to capture it is equally as impressive.
A good designer learns how to identify the brand's real strengths and assets, additonally, how to leverage them. Rather than lead with the usual explanatory text for what this exclusive area conceals, the intrigue for the exclusive area had to come from the beautifully captured films and statement jewellery pieces.
The outcome — more than an introduction and locking system for this exclusive area. A window — large enough for their audience to become intrigued, small enough to 'need' to see more.
From a simple professional web experience, to one that shifts perception towards the brand. Subtle, yet distinguishable, a shift every good designer has learned.
Extremely happy with the phase one completion.
It’s been a pleasure working with such a visionary and creative brand so far. If anyone gets the chance, go and check them out. I’ll leave the details in the description. An incredibly talented brand.
