Ethereal Archives

Establishing brand credibility for a luxury archiving app

Ethereal Archives represents the intersection of luxury heritage and digital innovation. It's a platform designed to help users document, preserve, and pass down their most treasured possessions. As the sole UX/UI Designer and Webflow Developer for this project, I created a comprehensive web presence that communicates the app's sophisticated mission without relying on existing app interfaces, since the product had not yet launched.

Working closely with the founder to honor existing brand guidelines, I developed a complete design system that seamlessly blends modern digital interactions with timeless elegance. The result is a responsive website that establishes credibility, educates users about the app's unique value proposition, and creates an emotional connection with the concept of digital legacy preservation.

Deliverables

UX/UI Design
Webflow development
Webflow animations
CMS Development
Responsive design
Brand integration
Information Architecture
Content Strategy
Design System

Research & Strategy

Understanding Luxury Design Experiences

My research focused on how luxury brands successfully translate physical craftsmanship into digital experiences. I analyzed how heritage brands maintain authenticity online while appealing to modern consumers who value both tradition and innovation.

Strategic Positioning

I developed a content and visual strategy that positions Ethereal Archives as the sophisticated solution for luxury item documentation, emphasizing emotional storytelling over technical features.

The strategy centered on three core pillars:
  • Legacy preservation: framing the app as a bridge between generations
  • Authenticity verification: positioning it as a trusted guardian of luxury items
  • Emotional connection: highlighting personal stories and memories over mere cataloging
Strategic Positioning

I structured the site to guide users through a logical journey from curiosity to understanding to engagement, ensuring each section builds upon the previous to create comprehensive understanding of the app's purpose and value.

Design Process

Design System Development

I created a comprehensive design system that balances luxury sophistication with digital accessibility. The system includes:

  • Typography hierarchy that reflects both elegance and readability,
  • Color palette inspired by luxury materials (deep blacks, rich navy blues, soft neutrals),
  • Component library optimized for both web and mobile experiences, and
  • Interactive elements that feel premium but remain intuitive.
Visual Storytelling
Since the app hadn't launched, I developed a visual strategy using:
  • Legacy preservation: framing the app as a bridge between generations
  • Authenticity verification: positioning it as a trusted guardian of luxury items
  • Emotional connection: highlighting personal stories and memories over mere cataloging
Responsive Design
I ensured seamless experiences across devices by:
  • Creating fluid layouts that maintain visual impact on all screen sizes,
  • Implementing smooth animations that enhance rather than distract from content, and
  • Building mobile-first interactions that feel native to each platform.
Content Management System (CMS)
I developed a flexible CMS blog system that enables the client to:
  • Organize and publish blog posts with custom tagging system for easy content categorization and user discovery,
  • Update content independently while preserving design integrity, and
  • Maintain consistent brand voice and visual standards.

Results

The final design successfully introduces the app to new users while clearly communicating its purpose, functions, and benefits through sophisticated digital experiences. The site effectively attracts potential users by showcasing how Ethereal Archives preserves luxury legacies, honouring both the treasured items being archived and the people who value them.

CLIENT WORDS

SARVENAZ GHATTAN, FOUNDER

"Annmarie brought thoughtful suggestions that meaningfully improved the user experience and overall flow of the product. Her ability to balance aesthetics with practicality was exactly what we needed. She was responsive, efficient, and consistently delivered high-quality work on a tight timeline. I would highly recommend Annmarie to anyone looking for a skilled, professional, and insightful designer."