MOI
MOI, by Aurus Jewels is a pret fine jewelry line with a simple attraction – moi (my) vibes – things/activities that make us an exclusive version of ourselves. This was my first full-time job and I joined at an absolutely crucial time; Moi was just about to be launched.
My key role during the launch of Moi was to shape the brand’s identity, photography language as well as strategize content for the social media handles.
MOI was especially designed keeping in mind a refined audience group who would strive on heritage jewelery pieces and invest accordingly. A big part of the job was to create an aesthetic that drove such woman towards the brand, keeping in mind the ethos – nostalgia, sustainablility and heritage jewelery.
Brand Identity:
- Established the Brand identity – logo design, website prototype design and brand language (copy + imagery), brand story and pitch deck for possible collaborators/investors.
- Fashioned initial content to kick-start the brand’s visual story in a style that the brand is still following.
Social Media:
- As a part of pre-launch, I designed the hashtag #vibewithmoi that has 1K+ posts.
- Under my direction of content strategies and targeted advertisements, the brand flourished from 0 to 45K+ followers in a span of 9 months, constituting about 66 percent of their current following.
A SUNDAY SONG
This shoot focused more on creating a vibe, than jewelry - as it was the first one to go on Instagram.
It took inspiration from a relaxing Sunday, portraying the idea that the jewelry pieces can also be work on a daily pieces.
FILM
A DAY OUT
This theme was an effort to show what really goes down when three friends get ready for an event. Picking inspiration from my own friend circle, I wrote the characters such, that they looked friendly, comfortable and yet had different personalities altogether. It was an effort to focus on both - jewelry as well as the mood.
FILM
SOCIAL MEDIA POSTS
