BRAND + WEB + CONTENT
Feathers Galleria on the Plaza
Lost to found — a Santa Fe jewelry gallery, rebuilt from the desert up.
Lost → Found
brand, story, and imagery returned to the gallery
Tier 2
full brand + web + content engagement
On the Plaza
imagery and site built to the location it sits in
THE PROBLEM
A Plaza gallery with no digital front door
Feathers Galleria sits on the Santa Fe Plaza — one of the most storied retail corridors in the American Southwest. But the brand inside the walls and the brand online weren’t the same brand. There was no functioning website. The visual identity had drifted. The imagery didn’t match the caliber of the jewelry, the building, or the neighborhood.
For a gallery built on heritage, everything a visitor saw before walking in said something else.
THE APPROACH
Solve the platform. Rebuild the story. Shoot everything.
This was a full Tier 2 engagement — brand, web, and content in one run. We chose a hybrid stack so each job got the right tool: Shopify for commerce and checkout, WordPress for editorial and long-form storytelling. The two were integrated to feel like one gallery, not two disconnected sites.
The brand needed a story that matched its address. We repositioned Feathers around the heritage of the Southwest and the quiet authority of a Plaza gallery — then produced the imagery to carry it. Wes led a custom desert editorial shoot with models styled to accentuate the jewelry, working on-location so the landscape itself became part of the brand.
In the same engagement we produced every product photo on the new site — rings, knives, heritage pieces — shot to a consistent gallery standard so the catalog and the campaign finally felt like one brand.
“Refined enough for the Plaza. Shot like the desert it came from.”
THE RESULT
A brand that finally matches the address
Feathers Galleria went from lost to found. The gallery on the Plaza now has a site, a brand, and an image library that speaks the same language as the jewelry inside. One engagement solved platform, story, and content — and gave the team something worth defending for the next chapter of the brand.
Brand, story, platform — solved
One engagement rebuilt the foundation: visual identity, narrative, and the tech underneath the site.
Editorial desert shoot
Models styled to accentuate the jewelry, photographed on location to carry the heritage of the Southwest.
Every product photographed
Wes shot the full catalog in-studio — rings, blades, and heritage pieces — to a consistent gallery standard.
Shopify + WordPress, integrated
Commerce runs on Shopify. Editorial content runs on WordPress. One brand, one experience.
Ready for the Plaza
Site, imagery, and brand now match the caliber of a gallery at 60 East San Francisco Street.
Lost to found
A brand that had drifted from its own story — returned to itself, and made visible.
The campaign, in frames.
A gallery on the Plaza deserves a brand that holds its ground. Feathers has one again.