In this project, I led the creative vision to elevate Ylang 23’s identity as a confident curator and tastemaker within the luxury jewelry landscape. What made this collaboration especially rewarding was partnering closely with the two owners—a mother and daughter team who are both strong, entrepreneurial women with decades of deep industry experience. Their personal passion and expertise inspired me to develop a brand identity that truly reflects their discerning voice and leadership.

I crafted a refined, high-fashion aesthetic inspired by luxury fashion houses and thoughtfully informed by the interior design of their new store. The muted dusty pinks and deep maroons create a sophisticated, cohesive palette that bridges the physical and visual brand experiences seamlessly.

To embody the owners’ personal touch and expertise, I introduced handwritten typography elements across touchpoints that simulate their annotations, positioning Ylang 23 as discerning editors—much like fashion designers assembling mood boards to tell evolving stories about trends. The design system employed layered, collage-inspired visuals that mimic the mood boards used by fashion designers during the creative process, effectively positioning Ylang 23 as expert editors with a curated eye rather than simply a retail outlet. Understanding this blend of high fashion influence with genuine artisan curation was essential to crafting an identity that feels both aspirational and grounded.