The brand identity, from the logo to elements like typography, grid system, color values, iconography, and photo direction, follows core principles rooted in precious metals trade. These are complemented by references to local and historical elements, such as Stockholm Stadshus. We ensured that Gyllenhus' brand firmly embodies these fundamentals while avoiding short-lived trends.

Precious metals trading has limited room for competition in price and marketing, making user experience a key competitive advantage. The core clientele consisted of older age groups, often used to legacy and uncommon practices of online gold sellers. We aimed to maintain familiar elements at friction points while ensuring the overall design met modern standards in accessibility, UX, trade, and e-commerce.

Some key functionalities we focused on included a robust and scalable architecture, user-friendly navigation, layered complexity for decision-making and classification tiers, multi-track order flows, clear naming and references, strong contrasts and legibility, an effective onboarding process, a consistent and scalable product photo library with a production system, business and retail client flows, admin maintenance, intuitive and natural UI motion, robust and consistent components, and adaptive cross-device sizing.