360 Brand Development and tone of voice
I worked with jewellery designer and creative director, Maya Selway, to evolve her brand’s voice and presence across digital channels – website, email marketing and social media.
Maya had a clear understanding of the meaning behind her work so my task was to turn her creative vision into a consistent 360 marketing strategy that could be felt at every touchpoint – an important strategy in the luxury market.
As a result, consistent storytelling shaped her vision into a full brand world and built meaningful connections with her audience and existing clients.
Client
Maya Selway Fine Jewellery
website and brand copy
I started with Maya’s ‘About’ page, which is crucial to capturing a prospective audience in the luxury space. Then I devised a series of email campaigns and aligned it to the social media strategy, targeting her audience across multiple platforms and underpinning every message with her signature line, ‘Stories of excellent women, told through beautiful jewels.’
brand-led email campaigns
I defined the editorial direction for the brand’s email marketing, using poignant words and beautiful imagery to showcase the core collections in greater depth, revealing the stories behind each design.
I moved away from conventional sales messaging, instead focusing on the artistic values of each collection to bring together design, craftsmanship and emotive storytelling.
By taking this approach, I balanced long-term brand building with commercial intent, ensuring each email functioned not only as a sales touchpoint, but as an extension of the wider brand world, which subsequently led to an increase in high-quality leads and conversions.
social media copy & content strategy
I led the social media content strategy, creating aspirational messages that engaged her loyal audience whilst opening up an exploratory creative space by using the platform to not only promote her products but also to express her inspiration and craftsmanship. I supported steady organic growth over time, helping to build the brand’s authority, visibility and presence within the contemporary fine jewellery market.
I also created some of the visual content and video. The emphasis was centred on showcasing ‘real-feel’ storytelling over ultra polished imagery, offering a softer human touch.
