302 Fine Jewelry

Brand & Visual Identity

Launching a new brand from concept to market

Overview

Brand: 302 Fine Jewelry (Stuller)
Role: Creative Lead / Brand & Visual Identity
Scope: Logo design, brand development, creative direction, cross-functional collaboration
Partners: Internal design team, UI/UX, Marketing, Video

Summary:
302 Fine Jewelry was a brand concept developed within Stuller to create a more expressive, story-driven fine jewelry line, designed by women, for women. I played a key role in shaping the brand from its earliest stages, leading logo and identity development, collaborating with designers to expand the system, and working cross-functionally to bring the brand to life across digital, print, and video.

The Challenge

The goal was to introduce a brand that felt distinct while still fitting within a larger organization. 302 needed a clear identity, one rooted in confidence, individuality, and self-expression, that could scale across channels without feeling overdesigned
or rigid.

The challenge was balancing emotional storytelling with structure, ensuring the brand could support marketing, sales, and digital needs from day one.

Brand Direction
& Identity

I had a heavy hand in the early development of the 302 brand, including the logo and initial visual direction. The identity was intentionally minimal yet expressive, allowing the jewelry, the stories, and the people wearing it to take center stage.

From the start, the brand centered around:

  • Confidence and individuality

  • Jewelry as personal storytelling

  • A modern, editorial aesthetic with warmth and restraint

Once the core identity was established, I partnered closely with one of our designers to expand the system, ensuring it could flex across marketing materials, sales tools, and customer-facing touchpoints without losing
its voice.

Bringing the Brand to Life

With the foundation in place, the focus shifted to application and scale.

I partnered closely with:

  • UI/UX teams to translate the brand into the website experience

  • Marketing leadership to align messaging and launch strategy

  • Sr. Creative Director and Video team to ensure the brand voice
    carried through motion and storytelling

This collaboration ensured the brand showed up consistently—whether someone encountered it through digital campaigns, social, sales materials, or video content.

Brand Narrative
& Point of View

At the heart of 302 is a clear point of view:

jewelry as a reflection of who you are, where you’ve been, and where you’re going.

I helped shape how that point of view was expressed across the brand, working with marketing to ensure the voice, tone, and storytelling felt authentic, inclusive, and true to the women it was designed for.

Impact:

  • Created a flexible identity system that scaled across teams and channels

  • Aligned creative, marketing, digital, and video around a shared vision

  • Established a clear, confident brand rooted in individuality and self-expression

302 launched with clarity, knowing who it was for, what it stood for, and how it should show up in the world.