Client: American Swiss (ASJ)
Role: Visual Research, Art Direction, Moodboard Development
Tools Used: Adobe InDesign
Project Overview:
Curated a series of digital moodboards to support American Swiss’ seasonal jewellery campaigns and editorial content for their ASJ website. Each board visually interprets current trends and consumer identities (e.g., “Minimalist Muse”, “Golden Bride”) to guide article layouts, campaign visuals, and social content styling.
Key Contributions:
Developed thematic visual moodboards for trend-driven stories: Maximalist Magic, Silver Statements, Pop of Colour and Which Bride Are You? series (Golden, Modern, Opulent, Vintage, etc.)
Used colour theory and fashion trends to align jewellery styles with distinct customer personas
Ensured visual cohesion across all boards while maintaining flexibility for seasonal updates
Supported e-commerce and content teams in developing lifestyle narratives and product groupings
Provided inspiration assets for social, email, and editorial design rollouts
