Moon Ocean

The project spanned a range of jewellery designs, including engagement and wedding rings, pendants, bracelets and earrings, created to reflect the brand's distinctive identity within the fine jewellery space. I led a design team through this process, alongside directing a digital campaign built to showcase the collection across multiple platforms, from social media to e-commerce, ensuring the content felt native to each channel while staying true to a single creative vision.

Challenge

Fine jewellery, and diamonds in particular, are traditionally associated with classic, understated visual language. The brand needed a way to stand apart from this convention, communicating a young and rebellious spirit without undermining the craftsmanship and emotional significance behind pieces like engagement and wedding rings. The campaign also needed to work fluidly across very different platforms, each with its own visual pace and audience expectations.

Solution

I led the design team in developing bold, contemporary shapes that gave each piece a distinct character while keeping the craftsmanship and quality expected of fine jewellery. For the campaign, I directed the development of versatile content that could adapt across platforms without losing consistency, using a visual language that felt energetic and current rather than traditional. This balance allowed the brand to convey its rebellious identity while still honouring the emotional weight carried by pieces such as engagement and wedding rings.