This wasn’t just another identity revamp. Brass & Unity came with a story, personal, painful, and powerful. Our job was to elevate that story, not overwrite it. We built a clear, purpose-driven identity system and campaign framework that respected the weight of the message while amplifying its reach across channels.
First, we brought it to life, in-store...
We fused industrial interior design with branded graphics, decals, and bold visual moments to create an immersive retail experience rooted in strength and balance. Decommissioned artillery, military equipment, and raw materials were woven into the space, grounding the store in authenticity while reinforcing the brand’s message.
...then we created promos that didn't really feel like promos.
Every shot, location, and frame was crafted to reflect the brand’s values: strength, vulnerability, purpose. We weren’t just promoting products, we were creating visual experiences that connected with people on a deeper level.
We did photography too...
All angles, textures, and shadows of the product shoot were used to reflect the important story behind the brand. We focused on honesty over polish, letting the raw materials, craftsmanship, and symbolism speak for themselves, while incorporating related objects to create mini-scenes in place of regular shots.
...then put it all together online...
The website needed to do more than sell jewelry, it had to carry the weight of the brand’s message. We built a custom Shopify experience that balanced streamlined commerce with emotional storytelling. Clean design, intuitive navigation, and focused content allowed the products and the mission behind them, to lead.
...and got some influencers involved.
We leaned on local influencers, not for vanity metrics, but for cultural relevance. Their presence helped build early social buzz around the #ownyourmoniker campaign, bringing the brand into trusted circles and into strategically placed physical ads for OOH.
(Making peace not war within the confines of carte blanche)
Brass & Unity wasn’t a typical branding project, it was a mission wrapped in product, story, and community. As Senior Art Director, I helped shape the campaign from the inside out, guiding the digital direction, contributing hands-on to design, and ensuring every piece felt aligned with the brand’s core values.
From identity and physical space to video, product, and web, the work was about more than aesthetics, it was about clarity, emotion, and intent. The result: a campaign that didn’t just look good, it stood for something.
What’s not shown here: Brass & Unity Swag (T-Shirts, Caps, Boxes, CPG), Influencer & Celebrity Photography (Christina Lange, Jaqueline Q, Julianne Hough), Prints (Eyewear Lookbook, Mens Line Lookbook, Spring/Summer ’21 Lookbook), Brand Guide ’21-’22 (PDF)
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Client
Brass & Unity Jewelry Inc.
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Industry
Retail Fashion
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Scope
Omni-Channel
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Role
Senior Art Direction, Design
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