Digital Design and Brand Story

The Challenge

Charles Fox has been the leading Jeweller and Watchmaker on the
South Coast for almost 140 years. It’s still a family business, with a fantastic heritage for quality and service.


In recent years Charles Fox has seen considerable growth within their watch sector but the jewellery business has stagnated, eroded by the growing fashion jewellery category, with trends more towards having selection, rather than few premium items.


With returning consumer confidence and ahead of the brands 140th anniversary, there was a renewed desire to look at opportunities to increase brand awareness and drive sales for Charles Fox.

The Thinking

We needed more than a fresh new website, we needed a revised approach, with refreshed brand messaging and story to help our audience see the value in the Charles Fox brand.

What we did

We created an extensive audit of the audience, the competitive market and the brand itself. We used this to create a new, engaging proposition to drive our communication strategy and build brand belief because…

“Charles Fox believes that the emotional connection of our pieces,
are as individual and special as the person wearing it.”


We reinvigorated the brand personality, building on the core pillars of

Knowledge & Experience – Sophistication – Stature – Individuality.

We used this along with our knowledge of the user journey to purchase, to inspire and guide a new refreshed digital experience.

The result

A new approach to brand communications and engaging brand story.


A beautiful, responsive digital experience that has shown significantly increased traffic flow and conversions since its launch.

Increase in Traffic YonY


bounce rates down


Organic traffic up by


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