TAILOR + YOU: GENDER-NEUTRAL JEWELLERY BRANDING

Tailor + You is an exclusive jewellery brand for Zales, North America’s largest fine jewellery retailer. Zales was looking to reach a younger demographic and compete with emerging jewellery startups entering the market. As Design Director at SDC, I led the creative direction and vision for Tailor + You. I crafted the brand’s message by playing with the word “you” and designing the visual identity around the idea of expressing yourself to set the tone of the brand. From delivering the final brand guidelines and collaborating on the jewellery designs, I also developed the packaging and digital marketing collateral along with the UX/UI brand design system and experience for customers to personalise their jewellery online.

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I DELIVERED: CREATIVE DIRECTION / VISUAL BRAND IDENTITY / BRAND MESSAGE / BRAND STRATEGY / UX & UI DESIGN / PACKAGING DESIGN / ART DIRECTION / DIGITAL MARKETING COLLATERAL / JEWELLERY DESIGN / COPYWRITING