Rebranding one of today’s most visionary American fine jewelry designers.
Mallary Marks had been designing and crafting some of the world’s finest couture jewelry in New York for more than a quarter century. Trendsetters from Julia Roberts to Nicole Kidman collect her earrings and necklaces, which are continually featured in W, Vogue, In Style and other fashion tomes.
Our mission? Rebrand and design an online experience to represent such a remarkably creative and successful artist and entrepreneur. Our work touched all aspects of the MMNY brand, from photography and illustration, to content creation and global branding.
Branding and Web Design
With strategy and positioning complete, fuzziness turns into focus. Concepts are developed and themes explored. Ideas exchanged. Our office walls, the forum.
Language plays a key role in the MMNY brand. “Dancing visual poetry” as crafted by copywriter Melinda Sanna, introduces the customer to each piece’s ethereal qualities.
Capturing a spirit
More than anything, the website needed to capture the intangible moments of mood, spirit and attitude. The site is structured into 5 sections, with the opening section designed as a window into her world of luscious color, craft and imagination.
Mallary’s inspiration comes from a rich narrative found on her extensive travels throughout the world. We created an interactive section to allow customers to explore what has informed her work along the way.
Making a Brand
Working with another artist meant lots of ideas went back and forth. We thought we’d share a couple of different directions before we ended up where we did. There are threads of each of these ideas woven into the final brand direction.
Mallary’s work is often described as theatrical and larger than life. We approached the user interface as sliding “curtains” that open and close to reveal stages and worlds within. Bright, juicy, luminous color, one of Mallary’s signature elements in her work, was incorporated into all of our studies. Additionally, capturing Mallary’s use of precious gems and rare metals combined with masterful construction techniques played heavily into the brand language as well.