METAGOLDEN
ROLE:
2021-2023 // VISUAL DESIGNER AT ELVA DESIGN GROUP
DELIVERABLES:
BRANDING
ECOMMERCE
UI/UX
WEB DESIGN
CLIENT:
ELVA X METAGOLDEN
RECOGNITION:
AWWWARDS - HONORABLE MENTION
2021
Metagolden is a luxury jewelry brand exploring the intersection of fashion and digital art. The goal was to create a visual and ecommerce experience that felt culturally current, editorial, and aspirational—bridging the world of fine jewelry with emerging web3 narratives.
Working alongside the Design Director, I helped shape the brand system and digital experience, balancing fashion-forward storytelling with clarity, usability, and performance across the site.
Metagolden needed to bridge two worlds: the elegance of fine jewelry and the experimental nature of NFT culture. The experience had to feel elevated and fashion-led without alienating users unfamiliar with web3.
The challenge was to translate a conceptual, art-driven vision into a usable, scalable digital product, one that could introduce a new category while still functioning as a clear, modern ecommerce platform.
THE CHALLENGE
VISUAL DIRECTION
The visual system was rooted in editorial fashion language, high-contrast typography, bold composition, and a refined monochrome palette accented by gold. The brand identity was designed to feel timeless yet modern, allowing digital art to coexist with luxury product storytelling.
We created an editorial-driven component system that aligned with Metagolden’s luxury fashion and jewelry aesthetic. Inspired by magazine layouts, the kit of parts included modular content blocks the team could mix, match, and scale across product storytelling and education. This system provided a flexible, high-end visual foundation that maintained consistency while allowing creative expression.
KIT OF PARTS
Because products existed in both physical and digital forms, we designed a clear toggle system to switch between the two. This allowed shoppers to explore items in different states without confusion.
The PDP included reusable modules for product tiles, quick-view moments, quantity selectors, and educational content blocks. Every element was crafted with mobile users in mind, ensuring that the experience remained intuitive and elegant across all devices.
JEWELRY OR NFT
The result was a distinct visual identity and commerce framework that positioned Metagolden as both a fashion brand and a digital art platform. The system established a flexible foundation capable of evolving alongside a rapidly changing space.
Proving that experimental culture and functional product design can coexist within a refined, scalable digital experience.
THE RESULT