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100 Ways

INTRODUCTION

From Gold Buyers to Moment Curators

100 Ways is a Canadian-based jewelry brand with a mission to give pre-loved, one-of-a-kind pieces a second life. Originally a gold-buying business with 13 locations across Canada, the company had amassed a beautiful collection of pre-loved jewelry. Realizing there was an eager market for their high-quality, authenticated pieces, they decided to move away from selling on commoditized platforms like eBay and Etsy, opting instead to create their own branded e-commerce experience. That’s where Takt came in.

Although 100 Ways had the operations and product expertise to succeed, they struggled to tell their brand story in a way that resonated with their target audience. The challenge was to define a brand that could communicate their core values—sustainability, quality, and authenticity—while building a digital platform that offered a seamless shopping experience. They needed a brand and website that would not only compete but stand out in a crowded online market.

Takt partnered with 100 Ways to develop a brand that would embody the timeless, emotional value of jewelry. The brand messaging we created focused on the idea that each piece of jewelry tells a story—a moment captured in time, passed down through generations, or rediscovered as a treasure by a new owner. We positioned 100 Ways as a brand that celebrates these moments while embracing sustainability and accessibility.

VISUAL ID + POSITIONING

We kicked off the project by refining 100 Ways’ messaging through a series of workshops with their leadership team. These discussions led to the creation of a Corporate Brand Matrix, aligning internal and external communications. Our messaging emphasized the emotional significance of their products, helping establish 100 Ways as a brand that connects people through lasting bonds.

From a visual perspective, we wanted to reflect this emotional depth. Our design team crafted a visual identity that included warm, timeless colors, circular motifs, and geometric overlays, symbolizing continuity and the eternal nature of love. These design elements not only tied into the brand’s name but also provided a sense of harmony and sophistication that resonates with 100 Ways’ audience.


Creating an Engaging E-Commerce Experience

We set out to create a website that would be more than just a marketplace. Our goal was to design a platform that inspires, engages, and invites customers to explore the unique stories behind each piece of jewelry. A key feature we introduced was Curated Shops—collections of jewelry organized around themes that align with customer interests and aspirations. This approach not only simplified navigation but also deepened user engagement, offering a more personalized shopping experience.

Additionally, we focused on optimizing the site for usability and accessibility, ensuring it was WCAG AA 2.1 compliant and fully responsive. To enhance engagement, subtle video backgrounds and smooth animations were incorporated into the design. These design elements guided eye-tracking and provided a premium, visually appealing experience without sacrificing site performance or accessibility.

Amplifying the Brand: A Strategic Marketing Approach

Our involvement didn’t stop with the website. We also helped 100 Ways develop a comprehensive marketing strategy that extended across digital channels, including social media and paid advertising. This included a custom photoshoot to capture the essence of the brand and its products. The photos and videos were used across platforms like TikTok, YouTube, Instagram, and Facebook, driving awareness and engagement. The strategy emphasized storytelling, focusing on the emotional connections customers form with the jewelry they purchase.

Results

Measurable Success: Elevating 100 Ways Through Story and Strategy

The new 100 Ways brand and website quickly established themselves as industry benchmarks for how pre-loved jewelry can be positioned in the market. The combination of strong brand messaging, a sophisticated visual identity, and an engaging e-commerce platform allowed 100 Ways to differentiate themselves from competitors, attract new customers, and foster deeper connections with their existing audience.

The website’s Curated Shops feature and storytelling-focused design have led to increased user engagement, with returning customers frequently revisiting the site to explore new collections. The brand’s visual identity has also resonated deeply with the target audience, elevating the perceived value of their products and solidifying their place in the sustainable jewelry market.


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