Oxford Jewel is an antique jewelry business based in Pasadena. After several years of successful business they reached out to me to help them with a complete rebranding.
My first project was to design an invite for an event that celebrates the opening of the companies first physical location Oxford Studio.
The primary challenge of this was to find a way to incorporate a piece of jewelry in a way that seemed natural and not
kitschy. After dozens of drafts and revisions we ended up going with the layout below.
Since the Invite was the immediate priority the logo had to wait until afterwords. Oxford Jewel wanted a new typographic logo that was elevated and modern. They wanted me to emphasize the word Jewel so that the purpose of the business would be immediately clear.
The colors were chosen as a visual stand in for the jewelry, but we quickly realized once we started the next project that when the primary color palette was used with physical images of jewels the bright colors tended to take away from the visual importance of the jewelry, reversing the intended hierarchy.
This resulted in the need for two color palettes, one that stood out and was attention grabbing (like the logos above, and one which was more subtle and worked well with images of the actual antiques.
Since Oxford Jewel's primary income is via online auction,
their Ebay page is central to the company's revenue.
Because of this, they wanted to create a new header. The design incorporated a custom pattern made from jewel inspired elements as well as several images of jewelry that would appeal to their client base.
Since my knowledge of antique jewelry is limited I started with developing a pattern. This pattern needed to work with the full color palette for printed tissue paper and packaging, while also working in a more subtle manner to act as a digital backdrop.
The first step in creating a pattern was illustrating the individual elements. I was given a list of specific symbols that are used in Art Nouveau and Victorian jewelry. From there I tried to balance out different types of symbols so that the pattern would balance floral elements with more gritty ones.
Final Pattern Elements
The next project was to use the pattern to create Business Cards to have for the opening, while I preferred versions with the brighter color palette, the client wanted to incorporate an image of a jewel. Each of those explorations are shown below.