ILLUSTRATOR / PHOTOSHOP / AFFTER EFFECTS / FIGMA
NAIA Fine Jewelry Packaging & Brand Identity Design
BRAND IDENTITY DESIGN / 2026
This group branding project was completed as part of my senior portfolio course and exemplifies the type of work I aim to produce professionally. In collaboration with Kate Allen and Kylie Weiberg, we developed a brand identity for NAIA (nye-uh), a high-quality, handcrafted jewelry brand based in Mendocino, California. Inspired by the raw beauty of the Northern California coast, NAIA was created to bring elegant, organic hypoallergenic jewelry to those who feel most at home by the ocean.
Brand & Packaging Designer, Copywriter, Social Media Content Creator, Model
Brand & Packaging Designer, Product Photographer, Lead Photo Editor, Model
Brand & Packaging Designer, Photographer, Social “Reel” Video Editor, Model
Making our mark
Logo & Word Mark / Brand Identity
Our logo draws from a range of coastal references. The swirl reflects a seashell spiral, its spine suggests an earring hook, and its tip forms a wave. The inner counter evokes a sea foam bubble and our word mark is set in P22 Mackinac Pro, a classic, refined serif. We were particularly drawn to its distinctive tittles, which are echoed in the main logo mark to maintain visual consistency across the NAIA brand.
“Sculpted by the Sea”
Brand Story & Slogans / Brand Identity
To further communicate NAIA's brand story and guarantees in a way that would be memorable and engaging to current and future NAIA customers.
Badges
Badges / Brand Identity
We developed a few main brand slogans to be used on badges, packaging materials, promotional materials, and social media materials.
Photography
Photography / Brand Identity
NAIA is a brand built on the idea of exploring and experiencing the coast without worrying about taking off the jewelry you love. We wanted to communicate the durability and beauty of NAIA jewelry through a multitude of custom photo shoots.
Through these photoshoots, we aimed to emphasize the connection between the jewelry and the natural coastal environment. We held two photo shoots: an environmental (by the water) shoot and a studio shoot.
PR Box
Packaging / Assets
We designed a cohesive PR box set as a key brand deliverable for recurring customers and influencers. It includes a main PR box, a smaller jewelry box with a pouch, a polishing cloth, and a care card, along with branded inserts such as a thank-you & promotional Postcard cards.
PR Components
Packaging / Brand Assets
Within the main PR box is a smaller jewelry box with a pouch, a polishing cloth, and a care card, along with branded inserts such as a thank-you & promotional Postcard cards.
“From Mendocino with Love”
Social & Promotional Content / Brand Identity
Mendocino is a beautiful coastal town, but it's small. To ensure NAIA reaches the most people and becomes a “go-to” destination for jewelry purchases, we had to build a strong social presence. We created an Instagram profile and a library of posts and stories, as well as a promotional reel.
“From Mendocino with Love”
Social & Promotional Content / Brand Identity
To optimize our outreach and sales, we developed a website for NAIA. Current and potential customers can easily navigate to our website, purchase, search our jewelry pieces, learn more about NAIA as a brand, and contact the NAIA team with any questions.
NAIA in the Making
The Making of Naia / Behind the Scenes!
I had the opportunity to work on this brand identity and packaging project with two friends and designers. Since we were having such an amazing time with this project and it truly became a passion project, we decided to document the making of NAIA.
