Pandora of North America commissioned a branding campaign to be created for use in-store design, point-of-purchase, collateral, and product-specific marketing materials. The campaign was meant to speak to the aesthetics of an American audience, not cold and detached as the global campaign.

I was responsible for art direction, working with photographer Dean Alexander. We made beautiful images that aligned with the global brand aesthetic but had a decidedly North American look; less sultry, more approachable. We constrained the color palette and took great care in creative choices. We even found the Helmut Lang jacket on my style boards.

All in all, super fun. The reliance on a neutral palette and strong casting choices helped to further distance the brand from its past reliance on pink and ribbons. The new look was rolled out in stores and print collateral materials. In addition to the art direction of core visual assets, I also created digital campaign elements such as banners and emails.