Milano Jewelry
Brand Redesign, Marketing Design
Info
Milano Jewelry, a New York–based jewelry brand with over 40 locations across the Caribbean, needed a refreshed identity that could better resonate with a younger, fashion-conscious audience while staying approachable to loyal customers.
The rebrand aimed to modernize Milano’s visual presence across physical stores, digital platforms, and international exhibitions.
Work
- Led the rebrand of Milano Jewelry and its sub-brands (Pure Origin, Diamond Universe LLC, Liv Limitless)
- Created a modern, elegant, and approachable luxury identity with clear, accessible design choices
- Designed brand guidelines, digital and print marketing assets, and exhibition materials for global events like JCK Expo
- Built consistent creative for website, social media, advertising, and in-store visuals
Client
Milano Jewelry, New York
Work
Brand Redesign, Brand Identity, Marketing Assets (Digital & Print)
Timeline
6 Months, 2025
My Role
Brand & Creative Designer (Sole Designer)
Challenges
After reviewing Milano’s old branding, it was clear that the design had several problems. The blue and white color palette caused legibility issues and was difficult for some visually impaired customers. The look also didn’t appeal to the younger, fashion-conscious audience the brand wanted to attract, including tourists and online shoppers aged 25–45. At the same time, the rebrand needed to modernize Milano’s identity without losing the trust of long-time loyal customers.
Goals
- Attract younger (25–45) fashion-conscious customers.
- Modernize while keeping loyal customers.
- Fix legibility and accessibility issues.
- Build a clear, elegant, approachable luxury look.
- Create a scalable brand identity to ensure consistency across digital, print, in-store, and exhibitions.
Process
Discovery & Strategy
- Audited the existing brand identity, analyzing strengths and weaknesses.
- Defined target audiences: primary – fashion-conscious consumers, secondary – tourists, gift buyers, and online shoppers.
Identity Design & Guidelines
- Refined logotype and visual system for clarity and modern appeal.
-Built brand guidelines covering typography, color, photography style, and usage rules.
Solution
A cohesive modern luxury identity that:
- Improved legibility and accessibility with refined typography and color system.
- Appealed to a younger, style-driven audience while maintaining trust with loyal customers.
- Unified branding across retail, digital, and global exhibitions.
Discarded Direction
Three directions total: two based on the chosen moodboards, and one where I took more creative freedom.
Typography, Colors & Logo System
Clear type scale, refined color palette, and logo variations to bring consistency across the brand. The goal was to create a system that feels modern and approachable, while staying flexible enough to work in stores, online, and large events.
Brand Guidelines
Brand guidelines to keep the identity consistent across all platforms. The document covered logo use, colors, typography, restrictions, and design rules, making it easy for the team to apply the brand in digital, print, and retail spaces.
Old vs New Identity
The shift from the previous branding to the refreshed identity
Marketing Assets
Built a scalable visual system used across multiple stores, social media, ads, and exhibitions, including a templated banner system for in-store marketing.
Designed a templated system for in-store banners to handle multiple models, jewelry variations, and dynamic text.
