Case study_

Dr. Gila Gavrielov

Website transformation and rebrand, before and after: a dated 35-page website rebuilt as one clear system for brand, shop and content.

  • Creative direction
  • Brand identity
  • E-commerce
  • 175 products migrated
  • Mobile UX
Homepage of the redesigned Dr. Gila Gavrielov website, with the Hoshen stones plate
The new homepage, opening with the twelve Hoshen stones.

The project

Ingrid Sanghee Edwards: creative director, digital producer, brand strategist and web designer.

Dr. Gila Gavrielov is a gemologist in Givat Shmuel, Israel, known for her Hoshen stone kits and kosher-certified essences.

I led the full rebrand and digital rebuild of her legacy 35-page website. The scope ran from concept development, logo and identity redesign and product labels to e-commerce architecture, 175 product migrations, image production, content restructuring, compliance updates and mobile UX.

The new platform brings brand, shop and content together in one clearer system, with better navigation and product presentation, Signature Sets, a Find Your Stones quiz and memorial content.

Before

A dated visual system, dense navigation, small product images and a fragmented shopping experience. Content, products and information were spread across many pages, with little visual hierarchy.

After

Brand, content and commerce in one clearer system: a redesigned identity, better navigation, stronger product presentation, mobile-first layouts, a new shop architecture and a more coherent customer journey.

Identity

  • Concept development
  • Logo and identity redesign
  • Product labels
  • Image production

Shop

  • E-commerce architecture
  • 175 product migrations
  • Signature Sets
  • Find Your Stones quiz

Content

  • Content restructuring
  • Compliance updates
  • Memorial content
  • Mobile UX

Inside the shop

Products are grouped by what people are looking for, with sets that bring an essence and a stone kit together.

Homepage of the redesigned website
Home: a clear first step for every visitor.
Store page with shop-by-intention tiles and signature sets
Store: shop by intention, then by set.

Set the Sails

Have a practice, a shop or a story that deserves a better home online? Tell me about it.

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