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

Design Director
Dana Ferguson

Graphic Designer & Art Director
Dana Ferguson

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