My Design Process

Main goal

Make a solopreneur’s jewelry start-up feel like a dependable, luxury brand.

The approach

When starting with a new client I begin by spending a decent amount of time learning the goals and expectations my client has for their brand and this specific project. This allows me to avoid time intensive mistakes later.

During the discovery phase I ask questions such as:

• How do you want people to feel when they interact with your brand?

• What are all the touchpoints customers have with your brand? (Web, social, packaging etc.)

• What brands in your industry do you admire, and why?

• Which brands do you dislike, and why?

Where we started

We started with a logo mark that was based off of Madberet’s most iconic and best selling ring. I like finding natural ways to create imagery that incorporates naturally into the brand and has a deeper meaning than simply “looking pretty”.

The owner loved the logo so much, that I also created a repeating pattern which was used on custom tissue paper and several other brand assets.

Rounding out the brand

This project in whole included a logo, brand guidelines, comprehensive packaging collection, educational line work, print and digital assets, pattern design, collection launches, and more.

As the company has grown, foundational brand standards have allowed the brand to evolve while maintaining a strong sense of self.

[Right] One design from a collection of four, these thank you notes are included with each purchase as a personal touch. The ring and bracelet are inspired by actual Madberet pieces and gleam in gold foil. Shirt sleeves each incorporate a unique pattern from the brand.

Collection Launches

Semi-annually Madberet launches new collections. These launches are accompanied by their own unique look used in social media, newsletter, and website promotion.

Typically I would incorporate something unique about the launch into these brand assets, such as the colors of new available gems, etc.

Design & Consulting

My role in this project was not simply designing a brand. I also worked in a creative director and consultant role, recommending vendors that could make ideas come to life, advising on trends, and educating on why certain design directions would work better than others.

Main Goal

Create a messaging and giveaway campaign that encourages healthy drinking behaviors on campus and increases awareness of available resources.

The approach

As I am not a substance abuse counselor, my first stop was to work closely with qualified individuals for this campaign. It was important that messaging was consistent with best practices surrounding substance abuse.

This project was also funded through a NCAA grant in tandem with Wake Forest Football. The project needed to be mindful of what we were and were not allowed to have in the stadium, and ensure we were following grant requirements.

Once the above was addressed, we could move into crafting the actual campaign.

The campaign