Brand Storytelling | Product & Messaging Strategy | Creative Direction | Campaign & UX Experience | Social & Retail Initiatives | Copywriting
Mejuri Icons Campaign
The evolution of an icon.
I led the creative concept and copy for Mejuri’s Icons Campaign. By crafting distinct personas and styling inspiration for each icon collection, the campaign created a halo around Mejuri’s most recognizable pieces while reinforcing jewelry as expressive, evolving, and personal.
Homepage as narrative.
The Icons Campaign marked Mejuri’s first narrative-led homepage—designed as a story rather than a product grid. The experience was structured in chapters, each spotlighting an icon collection. By prioritizing product storytelling over traditional digital merchandising, the web experience put the brand first, resulting in an editorial, elevated, and immersive look and feel.
Style Notes on Social
Social became the vehicle for cementing Mejuri’s icon collections, combining storytelling with stacking and styling cues. The approach made each piece feel familiar, empowering wearers to see jewelry both as play and personal expression.
Team: Michael Vendola, Allie Carroll, Crystal Shin, Kayla Provencher