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Site of the week: Namale – Joyaux Uniques

Plucky Canadians return with a stunningly beautiful and distinctive brochure site

Plucky Canadians return with a stunningly beautiful and distinctive brochure site



If there’s one UI trend that has come to characterise the desktop web over the past couple years, it is scrolling effects.

Content animated and given a sense of depth on scroll, often provides an illusion of long pages when in fact only browser height is occupied. This new design for jewellery brand Créations Namale pulls a similar jQuery-driven trick that leaves you confused and scratching your head.

The main page feeds a succession of fashion photography through a bordered area, almost like a viewing pane for focusing the eye. Gorgeously shot imagery then performs 50/50 splits to cleverly reassemble and invite full-width zooms on click. It’s purposefully puzzling but achieved with such elegance from Montreal studio PHOENIX, thanks to a painstakingly coordinated colour palette and an almost complete dispense of superfluous text. Ideas here on have centred on the very heart of the site and the product showcased itself – the jewellery.

“What inspired us for this project was the name of the company ‘Namale’ which means ‘unique jewel’ in Fijian,” explains creative director Louis Paquet. “So we really wanted to create something unique to showcase the jewellery as best as possible. To do so, we opted for a very clean and minimalist look, some smooth animations and a pastel palette of colours. The website really focuses on the pictures associated within the lookbook and products in an original yet functional way.”

Hover over the main image viewer panel and a custom plus sign cursor suggests the ability to click and zoom in

Sure enough the zoom blows the current image up to fill the browser window, pulling back upon a click of the now negatively signed pointer