Travon Sellers
Senior Designer
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Visual Identity

The Silverroom

Where Retail & Art Meet

The Silverroom is a staple in Southside Chicago as a prominent retail destination. With a rich history spanning back to 1997, it has evolved from grassroots beginnings to a cornerstone of the city's retail landscape. 

The Silver Room houses tasteful collections of jewelry, fashion, art, and music. Founder, Eric Williams has pushed the boundaries of a typical retail operation by consistently focusing on community building through social exchange. At the intersection of art, community, and culture, The Silver Room encourages opportunities to bring elements and artifacts from around the world to your home.

The Chicago shop underwent a huge renovation project in 2020 during the Covid-19 pandemic. We stepped in to provide creative direction, copywriting, and an e-commerce website overhaul.


The Challenge

Amidst the COVID-19 pandemic, when physical shopping experiences were constrained, The Silverroom faced a dual challenge. Firstly, to adapt its operations to cater to an increasingly digital-centric market. Secondly, to maintain its ethos of community connection and cultural influence in a time of social distancing.

Digital Adaptation

We needed to develop a robust online platform to facilitate sales and engagement in the absence of physical foot traffic.

Cultural Continuity

We needed to ensure that the website encapsulates The Silverroom's spirit, fostering a sense of belonging and connection among its patrons.

User-Centric Design

We prioritized an improved user experience to emulate the warmth and inclusivity synonymous with The Silverroom's brick-and-mortar ambiance.

Sound System Block Party

We needed a black web designer for one of the first African American-owned shops in Wicker Park and we found the best.
Eric Williams

Honors & Mentions

Awwwards: 1x Site of the Day

Awwwards: 2x Developer Award

Awwwards: 1x Mobile Excellence Award

CSS Design Awards: 4x Website of the Day