RS Pure is a jewelry brand for real people — those who define their own style through their authenticity and classic vibe. The challenge: craft a brand that resonates with an audience that sets its own trends. Mimicing attitude brands like Mejuri wasn’t the answer, so we took a different approach and leaned into joy. RS Pure dares to be different, embracing vibrant colors and joyful smiles. I led the development of the brand’s guidelines, strategy, and art direction, across photo and video shoots, digital platform design, social media, and more.
