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Cash Converters x Gemeos

Branding, art direction, UX/UI, and Webflow development for Cash Converters, a full digital brand overhaul.

The retailer turned to our e-commerce web agency to revamp its identity, UX/UI interfaces, and their Webflow integration in pre-production.

Laptop showing the Cash Converters “Devenez franchisé” (become a franchisee) form on green, with two employees

Cash Converters: A Reimagined Identity for a Brand in Transformation

Cash Converters is a global leader in the secondhand retail space. As the circular economy becomes a competitive advantage, the brand needed a refreshed digital presence, one that feels closer to modern retail and responsible business.

Gemeos led the full redesign, new visual identity, art direction, UX/UI design for the key pages, and Webflow integration on a dedicated staging environment.

Industry
Industry
Services
Branding
Artistic Direction
UX/UI Design
Development

Branding: A Modernized Visual Identity

Gemeos reimagined Cash Converters’ visual identity to align it with the modern codes of retail and the circular economy. The logo, color palette, typography, and graphic system were all developed to embody a brand that feels accessible, committed, and instantly recognizable.

Branding DeliverableDetails
LogoModernization and variations
Brand GuidelinesPalette, typography, usage rules
Retail VariationsDigital and in-store assets
GuidelinesFull brand guide for the team
Three Cash Converters page mockups: “Become a franchisee,” “Circular economy experts,” key figures

Art Direction: Circular Economy, Modernity & Accessibility

The art direction was designed to bridge brand heritage and modernity. The visual world needed to speak to loyal customers while also attracting a new generation of second-hand shoppers.

DA ElementApproach
Visual WorldModern retail, circular economy cues
PhotographyProducts & people, warm and approachable
Visual HierarchyProduct offers clearly highlighted
Brand ConsistencyAligned with the refreshed branding
Cash Converters franchise homepage: “Experts de l'économie circulaire” headline, sign-up form and key figures
Concept 1
Laptop on an orange armchair showing Figma mockups of the Cash Converters site's “Devenez franchisé” page

UX/UI Design: A Clear Retail Site Built for Conversion

The UX/UI design for the Cash Converters pages was built to maximize offer clarity and make navigation effortless. Every page guides users to product categories, buyback offers, or store locations.

Designed PageUX Goal
HomepageBrand hook, product category entry points
Category PagesSmooth product navigation
Buyback PageSimplified selling process
Store PagesLocation and hours
  • Cash Converters mobile page on a smartphone: “Why Cash Converters?”, 2M figure and Join the adventure button
  • Polaroid-style photo of Pam B., Saint-Paul-en-Vence, smiling in a Cash Converters store, blue background
  • Cash Converters franchise key figure cards in green and blue: €100K contribution, 1% of revenue, 7-year contract
  • Laptop showing the Cash Converters page "Vendez votre or, paiement immédiat" (sell your gold) with a seller
  • Cash Converters “Nos heureux franchisés” section: five polaroid photos of franchisees and a join button
Hand holding a smartphone showing the Cash Converters mobile site: “What makes Cash Converters truly different”

Webflow Build: A High-Performance Retail Site

The Webflow build was completed in a dedicated staging environment (cash-converter-preprod.webflow.io), allowing for thorough testing before launch. The site is responsive and optimized for performance.

Technical AspectDetail
PlatformWebflow (staging: cash-converter-preprod.webflow.io)
Design SourceFigma Cash Converters
ResponsiveDesktop, tablet, and mobile
CMSWebflow CMS for products and offers
PerformanceLoad speed optimization
  • Hand holding a smartphone showing the Cash Converters page “Les conditions pour rejoindre”, photo of two men and 100K
  • Smartphone showing the Cash Converters “Devenez franchisé” (Become a franchisee) form, step 1 of 3, on green
  • Cash Converters page “L'occasion sans compromis” on blue, two cards with photos of store staff and a customer

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