Fine Jewelry Brand Communication
Creative direction and strategy for brand’s omnichannel communication material.
Welry.com, launched during Q4 of 2020, is the first direct-to-consumer brand created under Richline Group that expands its core online inventory.
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.
Email Campaigns
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
CGI Product Photography Creation
Off-white, soft grey background with bright blueish tonality
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.
