Brand Strategy
Visual Identity
Art Direction
Photoshoot
Packaging Design
Collateral & Production
Melissa Kaye Jewelry
New York jewelry designer, Melissa Kaye, was launching her first line. She wanted to disrupt the jewelry industry with high-end, innovative designs that cued luxury and looked like nothing else on the market. To stand out, she needed clear branding from the ground up.
The Project
Melissa’s target audience was affluent women in their late 30s to 50s who value timeless luxury. As a newcomer in a highly competitive market, she faced the challenge of competing with larger, well-established brands to secure placements in high-end retailers.
Her vision for the brand was deeply personal and intentional. Melissa wanted the branding to be classic and understated, exuding a quiet sense of luxury. She also wanted to feature a redheaded model who looked like her—a representation she felt was missing from the industry and would help make her brand distinctive.
What We Did
To bring her vision to life, we developed a cohesive brand identity that included logo design, typography, packaging, signage, website design, and art direction for her debut photoshoot. The process began with detailed research, including competitive and market analysis, and the creation of mood boards to define the brand’s visual language.
The collaboration was highly hands-on, with every detail thoughtfully refined to reflect Melissa’s unique perspective. The branding balanced timeless elegance with subtle elements of innovation, ensuring her designs would stand out without straying from her vision of quiet sophistication.
(RESULTS)
Since its launch, Melissa Kaye has become a global name in
fine jewelry, now featured in top luxury stores around the world.
The Result
The branding established Melissa Kaye Jewelry as a strong player in the luxury market. Her launch received widespread attention, including multiple features in various publications. The brand quickly gained traction in the industry, securing placement in high-end retailers like Harrods, Net-A-Porter and Saks Fifth Avenue.
The final identity captured Melissa’s disruptive yet luxurious style, seamlessly blending her personal ethos with a professional, high-end aesthetic. This branding set her apart in a crowded market and positioned her to achieve long-term success.
