THE BUSINESS / Alison Titus Jewelry is a one woman operation based in Seattle, WA. She specializes in one-of-a-kind pieces, crafted from precious metals and raw, untreated gemstones. Her primary platform for sales is on etsy, where her sales audience is far reaching, but predominantly consists of women.
BRAND DISCOVERY / As an artist, it was easiest for Alison Titus Jewelry to express her vision for the brand through imagery. We began with visual research, and developed an early inspiration board composed of subtle textures and geometric shapes. Through the meetings and discussions that followed, we ultimately landed on 3 core brand characteristics; elegant, organic, and striking. These characteristics became the cornerstone for the brand expression.
LOGO DEVELOPMENT / Drawing from the trio of brand characteristics, I took to developing the logomark. Two logo versions were presented to Alison Titus Jewelry, both of which drew inspiration from her initials. While the two marks felt elegant and striking, I felt that we needed to introduce something beyond simple geometry to convey the organic qualities of Alison Titus Jewelry. Looking to her raw gemstones for inspiration, I painted a suite of waterolor textures to accompany the geometric marks.
LOGO SUITE / Following final adjustments and refinements, Alison Titus Jewelry selected a logo suite that holds true to her brand characteristics. The mark itself is delicate and sleek, with a type treatment and center alignment that feels classic and elegant. The textured edges of the watercolor speak to the organic quality of the raw stones with which she works. The combination of these two elements — the stark geometry, juxtaposed with the textured, eye-catching watercolors — results in a logo that is subtle, yet striking.
ASSETS / In building out the physical brand assets, I wanted to develop a series of delightful touchpoints that aligned with the etsy seller’s brand and budget. Business cards were developed for Alison Titus Jewelry, along with a collection of small tags that are used for product placement. Packaging solutions were selected for simplicity and cost, and are embellished with stickers, tissue paper, and string. The packaging solutions are simple, attractive, and affordable.
BRAND EXPANSION / Alison Titus Jewelry is an ever growing business. As of late, Alison Titus Jewelry has started to release cuff links and other men’s products. This has sparked a new conversation of how the logomark might adapt to suit an expanded audience and product line. We have discussed plans to adapt the color palette of both the watercolor texture and the packaging for this new line of products. Stay tuned!