website, brand identity
website, brand identity
website, brand identity
Recreating the encounter
Recreating the encounter
Recreating the encounter
Jo McAllister is a South Coast–based artist jeweller whose work incorporates found and reclaimed materials. While her practice is tactile and spatial when encountered in person, her existing Squarespace website failed to capture that sense of presence or the atmosphere in which the work is usually experienced.
Jo McAllister is a South Coast–based artist jeweller whose work incorporates found and reclaimed materials. While her practice is tactile and spatial when encountered in person, her existing Squarespace website failed to capture that sense of presence or the atmosphere in which the work is usually experienced.
Jo McAllister is a South Coast–based artist jeweller whose work incorporates found and reclaimed materials. While her practice is tactile and spatial when encountered in person, her existing Squarespace website failed to capture that sense of presence or the atmosphere in which the work is usually experienced.
The challenge
The challenge
The challenge
Jo’s previous site presented the work clearly, but without context or depth. It did not reflect the distinctive way her jewellery is displayed at events and fairs, where black and white photographic prints form the backdrop to the work. The website felt separate from her practice, rather than an extension of it.
Jo’s previous site presented the work clearly, but without context or depth. It did not reflect the distinctive way her jewellery is displayed at events and fairs, where black and white photographic prints form the backdrop to the work. The website felt separate from her practice, rather than an extension of it.
Jo’s previous site presented the work clearly, but without context or depth. It did not reflect the distinctive way her jewellery is displayed at events and fairs, where black and white photographic prints form the backdrop to the work. The website felt separate from her practice, rather than an extension of it.
Jo McAllister
Jo McAllister
Jo McAllister
The Journey
The Journey
The Journey
From the outset, the brief was clear. Jo wanted visitors to feel as though they were standing in front of her work for the first time. The challenge was to translate a physical, experiential encounter into a digital space without losing its quiet intensity.
Starting Point
We began by looking closely at how Jo presents her work in real settings. The rhythm of her displays, the role of contrast, and the way her jewellery sits against photographic surfaces. These elements became the conceptual foundation for both the website and the brand identity.
Our Approach
Screensilk developed a fully bespoke website, alongside a new brand identity, using Jo’s own black and white photographic prints as immersive backgrounds throughout the site. Inky blacks and restrained typography were used to create a strong sense of focus and atmosphere.
Elegant motion and subtle animation were introduced to guide the viewer through the site, echoing the pace of encountering the work in person. Movement was used sparingly, always in service of clarity and attention rather than effect.
Starting Point
We began by looking closely at how Jo presents her work in real settings. The rhythm of her displays, the role of contrast, and the way her jewellery sits against photographic surfaces. These elements became the conceptual foundation for both the website and the brand identity.
Our Approach
Screensilk developed a fully bespoke website, alongside a new brand identity, using Jo’s own black and white photographic prints as immersive backgrounds throughout the site. Inky blacks and restrained typography were used to create a strong sense of focus and atmosphere.
Elegant motion and subtle animation were introduced to guide the viewer through the site, echoing the pace of encountering the work in person. Movement was used sparingly, always in service of clarity and attention rather than effect.
Starting Point
We began by looking closely at how Jo presents her work in real settings. The rhythm of her displays, the role of contrast, and the way her jewellery sits against photographic surfaces. These elements became the conceptual foundation for both the website and the brand identity.
Our Approach
Screensilk developed a fully bespoke website, alongside a new brand identity, using Jo’s own black and white photographic prints as immersive backgrounds throughout the site. Inky blacks and restrained typography were used to create a strong sense of focus and atmosphere.
Elegant motion and subtle animation were introduced to guide the viewer through the site, echoing the pace of encountering the work in person. Movement was used sparingly, always in service of clarity and attention rather than effect.
"I’m really happy with my new website. I had got to the end of what I could do with my Squarespace shop site and wanted something that felt much more atmospheric, that felt more like me, that enhanced my work and communicated a stronger and more interesting aesthetic. "
"I’m really happy with my new website. I had got to the end of what I could do with my Squarespace shop site and wanted something that felt much more atmospheric, that felt more like me, that enhanced my work and communicated a stronger and more interesting aesthetic. "
Jo McAllister
Jo McAllister
"I’m really happy with my new website. I had got to the end of what I could do with my Squarespace shop site and wanted something that felt much more atmospheric, that felt more like me, that enhanced my work and communicated a stronger and more interesting aesthetic. "
Jo McAllister
The site was designed to feel spatial rather than graphic. Images sit within depth and darkness, allowing the jewellery to emerge gradually as the viewer scrolls. On both desktop and mobile, the experience is calm, deliberate, and immersive, encouraging time and attention.
Final Reflections
The finished website places the viewer back in front of Jo’s work, rather than in front of a screen. It aligns her digital presence with the way her jewellery is encountered in real life, creating continuity between exhibitions, fairs, and the online space. The result is a site that feels distinctive, confident, and deeply connected to her practice.
The site was designed to feel spatial rather than graphic. Images sit within depth and darkness, allowing the jewellery to emerge gradually as the viewer scrolls. On both desktop and mobile, the experience is calm, deliberate, and immersive, encouraging time and attention.
Final Reflections
The finished website places the viewer back in front of Jo’s work, rather than in front of a screen. It aligns her digital presence with the way her jewellery is encountered in real life, creating continuity between exhibitions, fairs, and the online space. The result is a site that feels distinctive, confident, and deeply connected to her practice.
The site was designed to feel spatial rather than graphic. Images sit within depth and darkness, allowing the jewellery to emerge gradually as the viewer scrolls. On both desktop and mobile, the experience is calm, deliberate, and immersive, encouraging time and attention.
Final Reflections
The finished website places the viewer back in front of Jo’s work, rather than in front of a screen. It aligns her digital presence with the way her jewellery is encountered in real life, creating continuity between exhibitions, fairs, and the online space. The result is a site that feels distinctive, confident, and deeply connected to her practice.
Considering a new website?
Considering a new website?
Considering a new website?
If your work has evolved but your online presence no longer reflects it, this may be the right moment to invest in something more considered. Screensilk works with clients who see their website as part of their practice, not an afterthought.
If your work has evolved but your online presence no longer reflects it, this may be the right moment to invest in something more considered. Screensilk works with clients who see their website as part of their practice, not an afterthought.
If your work has evolved but your online presence no longer reflects it, this may be the right moment to invest in something more considered. Screensilk works with clients who see their website as part of their practice, not an afterthought.
Screensilk is very proud to have worked with some of the most respected designers in the UK.
Screensilk is very proud to have worked with some of the most respected designers in the UK.
Screensilk is very proud to have worked with some of the most respected designers in the UK.
Prefer to chat first? Send us an email or connect with us on Instagram — we’re always happy to help.
Prefer to chat first? Send us an email or connect with us on Instagram — we’re always happy to help.