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Cash Converters x Gemeos

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

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

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 Deliverable	Details
Logo	Modernization and variations
Brand Guidelines	Palette, typography, usage rules
Retail Variations	Digital and in-store assets
Guidelines	Full brand guide for the team

Contents

Branding Art Direction Web Design Development

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 Element	Approach
Visual World	Modern retail, circular economy cues
Photography	Products & people, warm and approachable
Visual Hierarchy	Product offers clearly highlighted
Brand Consistency	Aligned with the refreshed branding

Look&Feel

Summary

Branding Art Direction Web Design Development

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 Page	UX Goal
Homepage	Brand hook, product category entry points
Category Pages	Smooth product navigation
Buyback Page	Simplified selling process
Store Pages	Location and hours

Summary

Branding Art Direction Web Design Development

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 Aspect	Detail
Platform	Webflow (staging: cash-converter-preprod.webflow.io)
Design Source	Figma Cash Converters
Responsive	Desktop, tablet, and mobile
CMS	Webflow CMS for products and offers
Performance	Load speed optimization