Selected work
Collect Lincoln
- Disciplines
- BRANDING | WEBSITE | STOREFRONT
- Status
- Owned platform
- Accent
- Gold#c9a064
The project
Collect Lincoln
A platform we own and operate.
Collect Lincoln sells American historical material: coins, medals, tokens, autographs and presidential campaign pieces. It is a category built on trust. A collector is being asked to believe that the object in the photograph is the object in the description, that it was examined properly, and that whoever wrote the listing knew what they were looking at. It is also ours. We own and operate it, so we answer for every decision after launch and not only the ones made before it. That trust problem had to be solved in the design rather than claimed on an about page, so the identity came first and the storefront was built around the catalog rather than the other way around.
The business case
Why the work is shaped this way.
Performance snapshot
- Accessibility
- 92
- Best practices
- 100
- SEO
- 100
Lighthouse scores out of 100 for collectlincoln.com, measured September 23, 2026. Mobile uses a simulated mid-range phone on a throttled connection.
- Audience
- Collectors of American historical material deciding whether to trust a listing, usually on a phone and sometimes at an auction.
- Business goal
- Solve the trust problem in the design itself: the object in the photograph is the object in the description, and somebody examined it properly.
- Conversion strategy
- A storefront built around the catalog, item pages that carry their own research and provenance, and reviews from people who received something.
- Catalog architecture
- Filtering across category, subject and availability, with sold pieces kept as a permanent archive that goes on working as a reference.
- Operation
- Cart, checkout, order tracking and post-delivery reviews run as one system that we operate ourselves, not tools bolted on after launch.
- Project status
- Owned platform, designed, built and operated by Signal Grove.
Built around the catalog, not around the homepage
A mark struck like a medal
An engraved portrait mark, a serif wordmark, and a restrained navy and gold palette on parchment. Photography is treated as evidence rather than decoration.
Search, filters, and an archive that stays up
Filtering runs across category, subject and availability. Sold pieces stay on the site permanently, so the archive keeps working as a reference long after the sale.
Photography treated as evidence
The in-hand photograph at size, the thumbnails, and the research written for the piece rather than a specification table.
Where the decision is actually made
A collector deciding whether to buy is usually holding a phone, often at an auction, and rarely sitting at a desk.
Research, and reviews from people who received something
The emails a collector actually receives
The confirmation sent when payment lands and the shipping notice with tracking. The real templates, shown with sample order details.
Built for the parcel as well as the page
The medal on the box, the record in the folio and the insert under the tissue all come from the same marks as the storefront, so a collector who orders gets the brand they browsed.
Brand application concepts. Laid out by Signal Grove from the live identity; none of these pieces has been printed yet.
Next project
RIG Roofing
A roofing concept built to earn trust fast and get a homeowner to an estimate in one tap.
See the project
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