Effortlessly cool and full of edge, Kelly Woodcroft is a Brisbane-based jeweller that specialises in unique earring design. Her range features in-stock products, one-off bespoke designs as well as fully customisable pieces designed for you.

It was imperative that the brand identity could adapt to changing collections while projecting a confident, sophisticated energy. Supporting graphics needed to feel exciting and distinctive while not overpowering the sometimes delicate products featured in photography.

A custom logotype featuring sharp points and curves feels stately while still feeling contemporary, the accompanying brand seal showcasing a minimal ligature that’s perfect for small applications. Brand elements such as silver-foiled business cards and custom tissue paper were kept relatively minimal so as to allow all focus to be on campaign photography and the fine detail of the products. With the release of her first collection Where the Rainforest meets the Reef, a lookbook showcasing Kelly’s far North Queensland inspiration helps drive brand visuals with social media content feeling consistent and intentional.

Shop Kelly Woodcroft here.

This brand was created as part of my role as designer at The New Garde, a full-service agency for the fashion industry (now closed).