Branding & Identity
The business of fashion.
North American Jewelers had an opportunity to expand into a higher-end market with a new product line, but needed a brand identity built to romance the independent jewelry shops that would carry it. I led naming, design, and brand development for Archer & Swan: a new line positioned for discerning retailers across North America. The brand language was crafted to evoke the artistry and intimacy that independent jewelers bring to their clientele. One month after launch, the client sold the business to a competitor. The brand had done its job.
The Archer & Swan identity was built around poetic restraint. Every element, from the logotype through the collateral system, was designed to feel considered and collected. The brand needed to earn the trust of shop owners who already had established relationships with luxury suppliers. The visual and verbal language met them where they were.
I led the project end to end: developed design briefs, sourced photographers and a retoucher, managed the client relationship, contracts, and billing across a six-month engagement.
