Brand building through concept design and campaign strategy.
Concept design is the art of creating beautiful--and meaningful--experiences through ideas, language and images. Without a good concept, everything falls flat. The concepts here cover larger brand stories, platforms and social media campaigns.
Brand CONCEPT DESIGNER
Sahlia Jewelry is a study in organic shapes, mixed metals and breezy, cool-girl vibes. Working closely with the owner and designer, I led the company on branding and storytelling projects, paying special attention to the interaction between design and language. Using a dreamy tone and aesthetic, we told the story of Sahlia Jewelry in digital spaces, as well as in-person experiences like music festivals and design fairs. Below is a snapshot of what I helped create.
Website redesign and rewrite // brand tone refresh // ongoing creative work // campaign strategy and creation
Keeping with the brand’s visual philosophy of easy beauty and understated simplicity, we kept the Sahlia Jewelry webpage bright, spare and easy to navigate.
When writing the website copy, I kept the tone relaxed, a little magical and rounded out with technical metalwork details:
CRESCENT MOON HOOP: A variation of the beloved hoop earring, these beauties are inspired by the upward-crescent shape of the moon as seen from the tropics. All hand-formed, a sterling-silver hoop frames the rose-gold or white-bronze plate.
To launch a collection of oxidized cuffs, chains and assorted jewels, we collaborated with blogger Alison Wu to create an Instagram-ready photo story for the brand. Alison and I worked together on the concept, art direction, photography and styling, while she co-starred alongside the jewels.