NAIA FINE JEWELRY
BRANDING + PACKAGING + SOCIAL MEDIA + PHOTOGRAPHY
FIGMA
ADOBE ILLUSTRATOR
ADOBE PHOTOSHOP
NAIA Fine Jewelry is a collaborative student project I worked on alongside Kylie Weiberg and Gwenevire Burvall. NAIA is a fictional company based in Mendocino that specializes in luxury, coastal inspired, waterproof jewelry. From the beginning, our goal was to create a brand that felt fully built out, immersive, and as realistic as possible.
We were given complete creative freedom to define what we wanted to create and how we would manage our time throughout the process. Together, we built the brand from the ground up, developing a full brand identity, packaging design, product photography, website, and social media presence.
We worked closely throughout every stage of the project, sharing ideas and collaborating as associate designers. We also conducted our own product photoshoots using our personal jewelry, combining our shared passion for design, styling, and visual storytelling.
This project reflects the kind of work I hope to pursue professionally and the type of creative collaboration I hope to be part of in the future.
KATE ALLEN
Brand + Packaging Designer, Photographer, Photo Editor
Brand + Packaging Designer, Photographer, Social Video Editor
Brand + Packaging Designer, Copywriter, Social Content Creator
Much like its namesake, NAIA (NYE UH), meaning “Seafoam,” the brand is a reflection of the ocean’s essence. Each design embodies the fluidity, resilience, and quiet allure of the sea, brought to life through authentic pearls and thoughtfully chosen metals designed to withstand the elements. Rooted in both beauty and durability, NAIA creates jewelry made to move effortlessly through everyday life, from coastal adventures to elevated everyday wear.
LOGO MARK
The NAIA logo draws from a collection of coastal references, blending natural forms with refined detail. The swirl reflects the spiral of a seashell, its spine hints at an earring hook, and its pointed tip suggests the movement of a wave. At its center, the inner counter evokes a sea foam bubble, adding softness and balance to the mark. The wordmark is set in P22 Mackinac Pro, a classic and refined serif. We were especially drawn to its distinctive tittles, which are subtly echoed in the logo mark to create visual continuity throughout the NAIA brand.
COLOR PALETTE
The NAIA color palette draws inspiration from the coast, just like the brand itself. Our three core colors, an off white cream called “Pearl,” a rich brown known as “Driftwood,” and a sharp black named “Basalt,” create a neutral, organic foundation. This simplicity is intentional, allowing the jewelry to remain the focal point while reflecting the timeless beauty of natural coastal elements.
TYPE SYSTEM
BADGES
NAIA Jewelry is unique in that it is a women founded, designed, and owned brand specializing in high quality, tarnish free, hypoallergenic, and waterproof jewelry. To clearly communicate these qualities, we created an extensive library of badges integrated throughout NAIA’s branding and packaging. These badges allow customers to quickly and intuitively understand the brand’s values, product guarantees, and commitment to quality at every touchpoint.
PHOTOGRAPHY
NAIA is a brand built on the idea of exploring and experiencing the coast without worrying about taking off the jewelry you love. To communicate both the durability and beauty of NAIA jewelry, we created a series of custom photoshoots designed to bring the brand to life. Through this imagery, we aimed to emphasize the connection between the jewelry and the natural coastal environment, showcasing pieces meant to move seamlessly through everyday adventures. To achieve this, we held two distinct photoshoots: an environmental shoot and a studio shoot.
PR BOX
We designed a cohesive PR box set as a key brand deliverable for recurring customers and influencers. The set includes a main PR box, a smaller jewelry box with a protective pouch, a polishing cloth, and a care card, along with branded inserts such as thank you and promotional postcards. Every element was thoughtfully designed to create a premium unboxing experience while reinforcing NAIA’s identity, attention to detail, and commitment to lasting quality.
JEWELRY PACKAGING
In addition to the main PR box, we also developed matching earring cards and tags to ensure a consistent and elevated presentation across all NAIA jewelry packaging. These supporting pieces extend the brand experience to every product touchpoint, creating a cohesive system that feels thoughtful, polished, and unmistakably NAIA.
SOCIAL CONTENT
Mendocino is a beautiful coastal town, but its small size meant that for NAIA to reach a wider audience and become a go to destination for jewelry purchases, a strong digital presence was essential. To expand the brand beyond its physical location, we created an Instagram profile along with a curated library of posts, stories, and a promotional reel. This content was designed to build brand recognition, showcase the lifestyle behind NAIA, and connect with customers both on the coast and beyond.
SOCIAL CONTENT
To further optimize our outreach and sales, we developed a website for NAIA that serves as both a shopping destination and a brand experience. Current and potential customers can easily browse and search our jewelry collections, make purchases, learn more about the story behind NAIA, and connect with the NAIA team with any questions. The website was designed to feel seamless, elevated, and intuitive, extending the brand experience beyond social media and into a fully immersive digital space.
BEHIND NAIA
Creating NAIA alongside two incredibly talented women designers was such a rewarding experience. We collaborated on every aspect of this project, meeting as often as we could, building an expansive workspace in Figma, and bringing our ideas together from concept to final execution. From directing photoshoots using our own jewelry to combining each of our unique perspectives, working as a team challenged me, inspired me, and helped me grow tremendously as a designer.
A huge thank you to Kylie and Gwen for being such an incredible team and for helping bring NAIA to life.
