A boutique handcrafted jewelry maker, and humanitarian, Lena Zaric is passionate about making jewelry that empowers.

Lena Zaric is a boutique handcrafted jewelry maker, and humanitarian. We partnered her with Pure Earth to craft our Raising aWEARness campaign, where jewelry sold contributes to ending child and exploitive labor in mining and tells Lena's story as a mother.

All of Lena's jewelry is sustainably made in Los Angeles using only recycled gold and silver and conflict-free gems.

ROLE:

Brand Strategy & Design
Web Design
Content Creation

The process:

Lena wanted her brand to stand for something more - something personal. So we created content strategy that spoke to her humanitarian passions and DE&I. We wanted to capture content to tell her story as a mother and show her soft heart.

We worked with photographers, models, and Pure Earth to craft a brand story that would demonstrate these sides of the brand.

We coordinated photoshoots and created graphics following a shoot with photographers Zack Ellis and Ani Berberian and model/activist/artist Ciara Zo. Because Lena was based in Los Angeles at the time, I gathered up creative contacts in LA and put together a content creation session for her, focused on making beautiful photos that demonstrate inclusion, divinity, and rapturous romance. I encouraged Lena to include her daughters, who are her muses, in the content creation process, and together we put together a mother-daughter campaign.

Brand Design

Lena Zaric's brand is sensually soft, romantically feminine, and also earthy and strong. The Lena Zaric womxn is intelligent, full of self-knowing, and has a heart of gold. Lena Zaric Jewelry is sacred. Each piece is designed to tell a story, make the wearer feel powerful and divine, and is an extension of Lena's heart. It was important to know the audience, capture the sweetness behind Lena’s slow, intentional process, and create a stage for Lena to be herself and tell her personal story.

To keep a sensuous, romantic tone, photos and graphics use neutral colors with pink undertones, and imagery centers around fruit, femme bodies, and flowers, with vivid color treatments that scream “magic hour.”

(Logo not designed by me)