THE CHALLENGE
Boldly wanted to redefine accessible luxury in the jewelry space. High-quality, mixed-metal pieces that feel aspirational but not out of reach. The goal: make style about self-expression and versatility, not price tags. Whether it’s 14K, 24K, or gold-filled, jewelry should be worn, stacked, and styled without limits.
The audience: style-conscious, culture-aware people who care more about personal identity than prestige labels. They mix high and low. They care about craft over clout. They want pieces that adapt to how they actually live, whether that’s loud, soft, or somewhere in between.
THE SOLUTION
Built a brand foundation that rejects traditional luxury rules. Through a distinctive visual identity (custom serif wordmark, bold magenta + burgundy + gold palette, signature wavy pattern), sharp positioning framework, and campaign-ready creative direction, positioned Boldly as the go-to for bold, stackable jewelry that feels personal. Delivered brand manifesto, visual starter kit, website design, social templates, and packaging concepts to launch with confidence and scale strategically.
MY ROLE
Shaped the brand’s visual identity, positioning framework, and launch-ready creative foundation.
✔ Developed brand manifesto and positioning that owns the space where quality meets personality and accessibility meets aspiration
✔ Designed visual identity system (logo suite, color palette, typography, pattern library) and photography direction establishing the brand’s look and feel
✔ Created website design, social campaign templates, and packaging concepts giving Boldly everything needed to enter the market with clarity and confidence
THE IMPACT
What Was Delivered: Brand manifesto (positioning, voice, messaging pillars) + visual identity package (8 logo variations, 12-color palette, typography system, pattern library) + website design (homepage + 12 key page templates) + social content system (25 post templates for Instagram/TikTok) + packaging design concepts (3 box formats) + brand guidelines (40-page starter guide).
Business Value Created: Established ownable visual language in crowded category. Positioned brand to capture underserved 25-40 demographic seeking accessible luxury. Built scalable foundation enabling fast product launches without design bottlenecks. Set brand up for phase two: full system buildout with expanded templates, seasonal campaigns, and in-house team enablement.
