Graphic Designer, Art Director & Branding Consultant

by Dana Ferguson

The following project submission presents a concept brand identity, visual communication materials, and editorial design for a luxury jewelry brand.

Maria Kelly’s eponymous jewelry line, Maria Kelly Fine Jewelry, exudes contemporary luxury by masterfully blending bold and classic aesthetics into one-of-a-kind designs.

Ultimately, the visual identity created for the brand needed to be reflective these dual aesthetic qualities.

The resulting logomark features a simple icon (created from the abstract combination of the initials M and K) paired with a traditional serif wordmark.

The color palette similarly includes rich shades of gold and green (a nod to the Irish origins of the Kelly surname) offset by a simple, clean white.

Additionally, the two seemingly different textures used throughout the branding (a bold malachite along with a custom pattern derived from the logo), give complexity and versatility to the visual system as a whole.


Bronze in Logos 2018

Honorable Mention in Branding 2018

Created by:

Design Director

Dana Ferguson


Individual Credits

Graphic Designer & Art Director: Dana Ferguson