Necessities — gretarae

GRETA RAEWith a breadth of experience and intuitive problem-solving skills, Greta is a multidisciplinary creative who thrives in bringing conceptual ideas to life, crafting solutions that make a lasting impact and creating work that tells meaningful stories.

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NECESSITIES

2025

visual identitycreative direction
package designcontent productioncopywriting

Necessities is a fine jewelry brand redefining luxury through accessibility, transparency, and ethical craftsmanship—offering pieces of equal or better quality than traditional luxury labels at a more attainable price. Being based in New York, the Necessities visual identity is inherently shaped by the city’s pace, its distinct blend of grit and glamour, and the women who thrive in it. These are women who do it all—they value quality, affordability, ethical sourcing, and most importantly, they buy jewelry not to mark an occasion, but simply because they want to. Their approach to style is fluid, shifting from morning commutes to late-night drinks and everything in between. The creative direction reflects that rhythm, emphasizing versatility and ease. Each piece is designed to move with her—worn everywhere, for everything.

To build the foundation of the brand world, I introduced a refined color palette, a serif accent typeface, and a custom monogram pattern derived from the logo’s star motif. Incorporating food and everyday objects throughout the imagery evokes nostalgia, intimacy, and familiarity—reinforcing the idea of “necessities” as pieces we instinctively reach for and seamlessly integrate into daily life. The resulting visual language feels lived-in yet elevated, textured with the charm of the city and aligned with the brand’s tone and audience.

With the brand manual established, the identity was implemented across packaging, photography, e-commerce design, and marketing collateral. My creative direction extended through campaign production—overseeing casting, location scouting, wardrobe styling, and on-set direction—followed by post-production and copywriting to maintain consistency across the full brand ecosystem.

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