Helping Genuine Jersey Tell the Story of ‘Local’.

THE CHALLENGE

Every successful project starts with understanding the challenge.
Working closely with the Genuine Jersey team, we reviewed the existing website, explored user journeys and identified opportunities to improve both the experience and the content. While the previous site served its purpose, it no longer reflected the quality, diversity or personality of Genuine Jersey’s growing membership.
The opportunity was clear: create a website that inspired people to explore, not simply search.

PEOPLE CONNECT WITH PEOPLE

Rather than presenting members as entries in a directory, we wanted visitors to discover the stories behind the businesses. Every decision, from navigation to content structure, was designed to make local producers feel more visible, more approachable and more connected to the communities they serve.
Supporting local should feel inspiring, not transactional.

USER EXPERIENCE

Our team developed a completely new information architecture, simplifying navigation while introducing clear pathways to food, drink, crafts, homeware, gifts, events and news.

• Alongside the design, we produced and refined content across the site, including:
• Member profiles
• Category introductions
• SEO page copy
• Meta descriptions
• Calls to action
• Homepage messaging
• Launch campaign content

Every page was written to reflect Genuine Jersey’s warm, authentic personality while improving search visibility and user engagement.

CREATE

The visual design allows Genuine Jersey’s members to take centre stage.
Clean layouts, strong photography and intuitive navigation combine to create an experience that feels modern without losing the warmth and authenticity people associate with the brand. Built responsively across desktop, tablet and mobile devices, the platform provides a seamless experience wherever it’s viewed.
Just as importantly, it’s been designed to grow, making it easy for Genuine Jersey to add members, markets, events and news as the organisation continues to evolve.

THE LAUNCH

Our involvement didn’t end when the website was built.
We worked alongside Genuine Jersey to develop the launch campaign, producing press releases, social media content, digital advertising and supporting communications to help maximise awareness during the organisation’s 25th anniversary year.
The result was a coordinated launch that reflected the importance of the milestone while introducing a platform built for the next chapter of Genuine Jersey’s journey.

THE RESULT

The new Genuine Jersey website is far more than an online directory.
It has become a digital showcase for Jersey’s local producers, helping visitors discover the stories behind the Genuine Jersey mark while making it easier than ever to buy local.
The project demonstrates the value of combining strategy, content, design and technology into a single joined-up experience — creating a website that doesn’t simply look better, but works harder for both the organisation and its members.

CLIENT PERSPECTIVE

“For 25 years Genuine Jersey has been championing local producers and artisans, helping Islanders and visitors discover the incredible quality and diversity of products made right here in Jersey. Our new website is an important step forward, making it even easier to connect people with our members and encouraging everyone to support local whenever they can.”
– John Garton
Chief Executive, Genuine Jersey