Recreating the encounter

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.

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.

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.

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.

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.

Screensilk works collaboratively to create bespoke websites that feel handmade, considered, and true to the work they present online.