Selected work

South Florida Coins

Disciplines
WEBSITE | VISUAL DIRECTION
Status
Independent concept
Accent
Luxury gold#d4af37
The South Florida Coins concept homepage, composed in a browser frame

The project

South Florida Coins

A self-initiated concept developed by Signal Grove to explore how a coin, bullion and jewelry dealer could carry an upscale black-and-gold direction across a whole site. It was not commissioned.

The entire design is an argument against being mistaken for a pawn shop. The visitor is usually handling an estate or liquidating an inherited collection, which is a private, unhurried, slightly uncomfortable job, and the tone has to match that rather than shout about cash for gold. So this is the darkest thing in the portfolio on purpose: near-black, with gold used sparingly and only at display sizes where it has the contrast to carry. The services are framed as acquisitions and liquidation, and the credibility is the showroom, the calibrated scales and the credentials. A concept produced here, not commissioned work.

The position

Private client, not retail counter

A wide band of the South Florida Coins concept headed Acquisitions and Liquidation, with three dark photographs beneath it showing stacked gold coins, gold bars in a vault, and a watch and jewelry display
Credibility

A showroom, calibrated scales, and named credentials

Three specifics instead of an adjective. Each one is a thing a seller could verify before handing anything over.

The South Florida Coins section headed We Are Not a Pawn Shop, We Are Private Client Asset Buyers, with three credibility panels beneath it: an established Lake Worth showroom, calibrated precious metal scales, and certified numismatists and gemologists
On a phone

A quiet enquiry, made privately

Three phone screens from the South Florida Coins concept, showing the single page at three points in its scroll

Next project

Edgewood Coin

A dealer concept built around a browsable vault of graded inventory.

See the project
The Edgewood Coin concept homepage, composed in a browser frame

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