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2025
Headquartered in New York, the brand world is inherently shaped by the city’s pace and its distinct blend of grit and glamour. The visual identity references Manhattan’s classic pre-war aesthetics through a warm, rich palette, a serif accent typeface, and a custom monogram pattern derived from the logo’s star motif. Concurrently, the creative direction reflects the modern lifestyles of New York’s women — 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 fashion is fluid, shifting from morning commutes to late-night drinks and everything in between. The creative direction reflects that rhythm, emphasizing versatility, functionality, and ease. Minimal, contemporary compositions keep the imagery current, while the inclusion of food and everyday objects introduces intimacy and familiarity — reinforcing the idea of “necessities” as pieces that integrate naturally into daily life. The resulting visual language feels lived-in yet elevated, textured with the charm of the city and engaging to the brand’s target demographic.
With the brand manual established, the identity was implemented across packaging, photography, e-commerce, and marketing materials. My creative direction extended through campaign production—from casting and location scouting to wardrobe styling and on-set direction — followed by post-production and copywriting to ensure cohesion across the full brand ecosystem