Silpada’s Brand Communication
Creative direction and strategy for brand’s omnichannel communication material.
Silpada jewelry was founded in 1997 and in 2016 Silpada joined Richline Group. This move helped grow the brand in a major way by expanding its online presence. Now Silpada is a trusted one-stop shop for signature silver jewelry, with a large community of customers. Silpada has grown 15% in sales YoY.
As the Creative Director, I am responsible for leading the creative team: Operations, Branding, Digital / Social, Copy / Brand Voice, Video Production, UI/UX, Packaging Design, and Photography. I oversee creative operations across all platforms, ensuring aesthetic consistency through every touchpoint for all assets produced internally and externally.
Loyalty email campaign
Through mechanisms like guidelines, design systems, toolkits, templates, and processes I enable the team to scale and optimize quality, creating compelling content across channels that help drive marketing objectives.
Editorial Photography
Product Photography
Spearheaded and successfully implemented a new product photography process for on-figure images across two platforms. This new cost-effective initiative using CGI images offered lower costs for getting stunning product imagery and videos of amazing quality that could be repurposed for marketing campaigns and other brand initiatives. The new process allows more control and greater consistency across product images. These fine jewelry brands can now rely on getting an increased number of stunning on-figure product images, and nearly-flawless images of products.
Marketing Communication
Connected TV Campaigns
2021 Connected TV Campaign
“Real Silver, Real People, Real Community”
The goal for this CTV video launched during Q3 2021 is to help drive brand awareness and help position Silpada as a silver jewelry destination, women-centered, and community-driven brand. The video creates an emotional connection with the audience by telling a story about the quality products and encouraging users to visit the site. The goal is to create a long video that can be cut into trailers and content that has legs and can continue to tell the story through different channels.
The video features 3 talented multi-generational “real” women across various skillsets, talking about what inspires them, drives them, and moves them. The tone is playful, relaxed, friendly, and approachable, showing their genuine and authentic personalities.
Spring 2022 Connected TV Campaign
“We believe we shine brighter together.”
This story is steeped in shine theory—the idea that when one woman shines we all shine. Of course, there is a relationship to the actual shine of jewelry. Our VO spotlights our customers through these models. We position them as relatable and aspirational women - friends, mothers, leaders, risk-taker, etc.
The 30-second cut speaks to “what we believe” and the 15-second simply declares “shine for all.”
Summer 2022 Connected TV Campaign
“What Does It Mean To Be Real?”
This concept riffs off of the core value of Silpada—authenticity. What does it mean to be real in an era of fake? Fake food, fake lives and avatars are transmitted through virtual worlds. Authenticity is in short supply and consumers are savvy—they crave transparency. In this spot, we’ll show Silpada’s commitment to REAL. Real women, real history, real silver. Real community. Real artisans. Real support. A real platform to amplify real voices. This is a rallying cry for female consumers everywhere to choose to shop “real.” This nicely ties into the product and the idea of getting back to core/basics/what’s important. When It’s Real, You Know!
