● ● ● Selected Projects

01 Website & Digital Redesign

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Roles & Responsibilities
Concept development
Creative direction
Website design and digital direction
Shot list creation
Photoshoot planning and coordination
Talent and team coordination
Budget management
Scheduling and logistics
On-set direction
Content rollout across digital platforms

Team
Photography: Hope Patterson
Talent: Sophie Miya-Smith (Unique Model Management)
Hair: Ansel Xu
Make Up: Anna Guo

The existing website and digital presence no longer reflected the direction of the brand or the level of craftsmanship behind it. My goal was to create a more modern experience that would resonate with a wider audience, particularly those in their 20s to 30s.

I proposed a refined visual and digital update to better align the brand and elevate its online presence.

All content was created with flexibility in mind, ensuring it could be used seamlessly across multiple digital touchpoints.

Results
Delivered over 80% growth in new and active users (Jan–Dec 2025 vs 2024, GA4 YoY), following website and content updates, expanding reach and attracting a younger 25–34 audience.

02 Mother’s Day 2025

Roles & Responsibilities
Campaign concept development
Creative direction and styling
Photoshoot planning and coordination
Talent and team coordination
Scheduling and logistics
On-set direction
Content rollout across digital platforms

Team
Photography: Hope Patterson
Talent: Carrie Berkey (Unique Model Management)
Talent: Te Ariki Harris
Hair: Ansel Xu
Make Up: Anna Guo

This campaign was created for Mother’s Day 2025, supported by a photoshoot designed for digital platforms. It focused on heirloom jewellery, highlighting pieces made to be worn over time and kept.

I managed the shoot timeline to capture both individual portraits and shared moments, allowing the imagery to be used across multiple formats. The content was designed with longevity in mind and has since been extended beyond the campaign, including use across the website and homepage.

Portraits of the older model were also selected as standalone assets, reinforcing a sense of trust and longevity.

The shared moments were used to reflect connection and continuity, positioning the jewellery as something to grow into and keep for years to come.

The objective was to create a considered Mother’s Day campaign that highlighted a curated selection of pieces, reinforcing the idea of jewellery made to be loved and passed down.

03 Instagram Visual Update

Roles & Responsibilities
Edit, record and photograph in-house content
Schedule posts
Write captions

The Instagram grid and overall imagery previously felt quite clinical, with a strong focus on highly polished product shots that came across as sterile and lacking personality. To shift this, I refined the visual direction to feel more considered and aligned with the craftsmanship behind the brand, moving towards a more modern and expressive aesthetic.

As part of this update, I archived a selection of older posts to create a more cohesive feed, while intentionally keeping some that still showcased the quality of our work and strong examples of what we create.

The grid now features a mix of product, promotional, client, and in-house craftsmanship content, offering a more balanced and layered view of the brand.

To maintain cohesion, I alternate between lighter and darker imagery to create contrast across the feed. This keeps the layout visually balanced while allowing each post to stand out.

Content is shaped around a balance of product, process, and storytelling. While product remains central, highlighting in-house craftsmanship adds depth, providing context to each piece and building a stronger connection with the audience.

All imagery and video content is shot, created, and edited in-house using Adobe Creative Suite and CapCut.

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