Brand building through concept design and copywriting.

Concept design comes from the place where dreaming and magic making meet. For the less esoteric, it’s the art of creating beautiful--and meaningful--experiences. through language and design. Words, images, ideas and design meet the human and a relationship is born.


Sahlia Jewelry





Campaign strategist




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.

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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. 

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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. 

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