Industrial Design · Brand Identity · E-Commerce Architecture
Pepe Matilda.
From physical craft to digital scale.
Building an award-winning silver jewelry brand from scratch—custom 3D parametric engineering, a proprietary microcasting system, and an omnichannel storefront built to balance brand narrative with commercial velocity.
Luxury physical goods often collapse online when translated into standard cookie-cutter e-commerce grids. Premium price tags require deep storytelling, yet dense storytelling increases buyer friction and hurts conversion.
Eliminated middleman manufacturing by designing proprietary microcasting hardware and parametric CAD master files in Blender. Every physical ring is a direct 1:1 translation of digital geometry.
Shifted from a custom, developer-dependent static platform to a high-converting, zero-maintenance Squarespace engine—giving the brand instant inventory management without sacrificing luxury visual punch.
Platform Architecture Strategy
The Trade-offs: Custom Vision vs. Production Scale
Every platform decision comes with friction. A custom static site allows total visual freedom, but creates operational debt. Rebuilding on a hosted engine removes maintenance, but forces you to engineer high-craft interactions inside rigid template parameters.
V2 Storefront Walkthrough
High-Contrast Brutalist E-Commerce
ENGINEERED TO PRESERVE HIGH-CRAFT BRAND LORE WHILE LOWERING CONVERSION FRICTION.
Conversion Design Strategy
Justifying High Price Points via Process Transparency
Without process transparency, bespoke microcast jewelry looks like mass-produced metal. By placing an interactive 5-stage digital process pipeline right before the add-to-cart module, we turn raw manufacturing parameters into perceived value.
High-Res Scan
3D anatomical capture of organic forms.
Parametric Topology
Converting raw scans into wearable geometry.
Wax Prototyping
Validating real-world proportion and scale.
Metal Flow Simulation
Predicting liquid silver alloy behavior.
Hand Polish & Finish
Revealing high-contrast surface detail.
Identity Architecture
Interlocking Logotype & Spatial Layering
Anatomy & Typographic Play
The structural core of the identity balances organic fluidity with structured serif terminal elements. The interlocking P and M monogram utilizes high-contrast variable strokes that mirror liquid metal flow during microcasting cycles.
Spatial Boundary Framing
By framing the minimal hippo silhouette partially behind the primary logotype boundary, the composition mirrors physical depth and relief carving, anchoring the brand in natural sculpture.
V1 Archival Concept (2016)
The Original Editorial Layout
Originally conceptualized as a light-mode editorial showcase. While visually striking, it required custom development for every inventory update—a key lesson that informed our shift to modular design systems.
Full-Stack Execution
How We Built It
Institutional Impact