Francis James Jewellers website re-design: Update #1

As part of my employment at Francis James Jewellers in Minehead (Francis James Jewellers – Ebay, 2014), I created some mock website designs as a contribution towards an eventual website re-design for the company.

Unlike tasks I have been carrying out at university and for personal projects, Francis James has a strong visual language already established – since the company was started before the web even really existed. Therefore I had a visual code to abide by in terms of colour scheme and general aesthetic.

Bearing in mind the traditional theme of the brand overall and the amount of heritage associated with it I did not want to design the site in such a way as to erase this – I wanted to retain the heritage associated with the company and the surrounding area of Minehead both for the sake of the company as well as the customers, who are typically loyal to this one shop and were generally repeat customers due to the location; touting a challenge in the context of digital design of not only working to an established visual style, but keeping the general aesthetic of the site relevant to a particular portion of a local market.


I sketched out some initial ideas for the website and made a basic framework consisting of a banner/header section, a navigation bar and then a content wrapper. I spent time adjusting colours, fonts, and type parameters in order to achieve an appropriate outcome. I chose a wood background as not only did it compliment the colour palette of the company already, but it offered a traditional aesthetic alongside a modern website – which I feel serves nicely the criteria for this design in particular.

However, criticism for this design in particular would be the lack of adherence to the colour scheme – while it does offer the overall feel it uses the wood texture in place of a solid colour background which results in the brand palette not being fully utilised. I set about fixing in this in the next design.


Francis James Jewellers – Ebay. 2014. Francis James Jewellers eBay Shop. [online] Available at: [Accessed: 25 Mar 2014].


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