I took a project from my portfolio where I developed the identity and conducted an analysis for the jewelry brand Lili Archive. My task was to create a visual system that reveals the character of the jewelry and helps present the brand to potential partners-buyers, concept stores, and retail platforms. It is important not only to spark interest in the products but also to clearly demonstrate the brand’s positioning, collection features, and collaboration opportunities. My role involved developing a visual concept and identity, selecting typography and color palette for media assets, and defining information design principles based on the analysis. I help jewelry and clothing brands express their individuality through visual identity — from analysis and concept to packaging and digital communications. My target audience: founders of jewelry, clothing and accessory brands who need a distinctive and cohesive visual identity for launching, developing, or refreshing their brand. It is important to transform the product’s character into a clear, recognizable, and consistent brand.

The problem I addressed was that the founder of Lili Archive didn’t have a clear brand analysis and didn’t know how to stand out in the market. She needed a comprehensive approach, including full visual identity packaging and brand analysis. The brand has been around for several years, so it needs to adapt to modern trends. Fashion trends change very quickly, and you need to keep up with them. Lili creates jewelry in a childlike and infantile style, which we had to emphasize. A direct reference to childhood makes customers feel carefree and nostalgic. Based on this insight, I decided to create a comprehensive brand package that aligns with current trends and requirements in the jewelry market to improve its performance. «Key to Childhood Memories» — this metaphor means that the jewelry serves as a «key» that allows one to recall and unlock past events, childhood images, and their inner child. My solution: I analyzed the target audience’s pain points, competitors, as well as the creative idea and objectives of the brand improvement project. Based on this research, I created mockups in the form of advertising posters and designed templates for social media posts, product cards, key messaging and task. Mockups are not just about eye catching presentation; each one is meant to prove something specific. On the posters, I demonstrated composition and material work. On the product card, I showed how the design helps highlight the jewelry without drawing attention away from it. In addition, I came up with slogans for the posters that embody the brand’s identity.

Target audience and pain points for Lili Archive The majority of the target audience are women aged 20-40. Interests: • They are drawn to unique fashion and self-expression through style. • Women prefer unusual, distinctive jewelry over classic models. • Potential female clients value individuality and an author’s approach in accessories. Motivation: • They have a desire to stand out and be noticed by others. • Jewelry is a way for them to express their personality and emotions. Pain Points: • There is lack of emotional connection with other jewelry pieces. • Many standard, mass-produced items are perceived as ordinary accessories devoid of personal meaning or emotional attachment. • People want to feel connected to the piece of jewelry, see reflections of their own story, feelings, and memories in it.

Direct competitors De.Formee • All rings are also handmade from polymer clay, just like the ones by Lili Archive. The brand’s creators combine modern technologies with traditional craftsmanship to create a unique approach to everyday items. These bold yet versatile pieces can be worn both on their own and in combination with more minimalist jewelry, adding an accent to any look. The jewelry symbolizes harmonious relationships between people. • Sales: Golden Apple, Poison Drop. • Advantages: Affordable prices. • Disadvantages: Limited assortment.

Local craftspeople • On platforms like Avito, you can find local craftsmen who sell accessories of their own making. Mostly they replicate designs from other brands. •Sales: Avito, Lambada Market. •Advantages: Cheaper than Lili Archive and De.Formee. • Disadvantages: Risk of encountering low-quality jewelry materials; lack of originality in design.

Conclusions regarding direct competitors • Audience Engagement: Low or nonexistent interaction with followers. The brand does not actively respond to comments and messages. • Posting Frequency: Over-saturation due to frequent updates on the brand’s own channels. • Advertising Strategy: No external promotion; reliance solely on organic reach. • Content Diversity: Limited variety in visuals and messaging, which may lead to viewer fatigue.

Indirect competitors Viva La Vika •Brand of jewelry that stands out with its vibrant design, use of semi precious stones and silver. Jewelry that carries positive emotions and meaning. The brand’s turning point was the launch of motivational bracelets with uplifting phrases. VLV’s mission is to bring joy, create a celebration without reason and support their clients. The brand focuses on customers' emotions. •Sales: Official website, offline stores, Instagram. •Advantages: Cheaper than Lili Archive. •Cons: Similar designs can be found on marketplaces for much lower prices.

Beaded Breakfast • Jewelry brand created by the team of hand-knitted sweaters brand MIRSTORES during self-isolation. This monobrand shares the same principles as MIRSTORES: handmade, production in Russia, minimalist design, high product quality and a wide color palette, including extra vibrant styles. The main source of inspiration was children’s kits for making beaded jewelry. • Sales: Official website, Golden Apple, Zveno Store. • Advantages: Attractive price, frequent discounts and collaborations. • Disadvantages: Limited assortment. • The birth of this jewelry brand took place during lockdown, when the team behind the knitwear brand MIRSTORES decided to expand their creative horizons. They brought over the core values from their MIRSTORES-handcrafted items made in Russia with impeccable quality, minimalistic yet vibrant designs and an extensive color range. Their muse? Childhood memories of creating colorful bracelets from beads. • Where to buy: Official website, Golden Apple, Zveno Store. • Pros: Affordable pricing, regular sales and exciting collaborations. • Cons: Small collection size.

Nana • A jewelry brand that draws inspiration from ancient relics. Its designs are imbued with the spirit of family bonds, courageous adventures and timeless love. • Where to buy: Available exclusively through its official website, as well as at select retailers such as Poison Drop and Golden Apple. • Pros: Affordable pricing, an engaged online community, frequent sales and exciting partnerships. • Cons: Small product range.

Conclusions regarding indirect competitors • Diverse communication channels with the audience • Use of various types of advertising • Community building • Lack of consistency in communication

Creative task How could the concept of Lili Archive jewelry brand evoke important memories and images from childhood — family traditions, favorite places or objects? Brand message Carry the warmth of childhood with you — each piece holds memories of your brightest moments. Creative idea The creative concept is that the jewelry acts as a key-an instrument that unlocks the brightest childhood memories in the wearer’s heart and awakens their inner child.