Client
Role
Industry
Market
Budget
Brass & Unity
CD/Brand Strategy
Jewellery & Apparel
Canada
$220k+ Paid Media
This started as a Shopify migration — their existing platform couldn’t scale with the brand. Once the custom build and new product photography were underway, it became clear the identity itself hadn’t caught up to the product. Their emotional foundation wasn’t showing up in the visual language yet.
Rebrand
Repolish
Recycle
Brass & Unity wasn’t lacking product. It had story, mission, and cultural relevance embedded in its DNA. What it lacked was cohesion — and a unified identity system strong enough to carry its message across retail, digital, social, and physical environments.
Digital
I refined and expanded the core wordmark, formalized its application rules, and built a supporting visual framework that extended the brand’s language with intention.
This way, the identity felt less decorative and more declarative, controlled, scalable, and unmistakably aligned with the brand’s core values.
The typographic hierarchy became more assertive and structured. Black and white were established as disciplined visual anchors rather than defaults, while minimal iconography and geometric motifs were introduced to create rhythm and reinforce the concept of unity.
Identity doesn’t truly exist until it occupies space and the flagship location became that proving ground. We fused industrial textures with grounded, tactile materials – raw wood, black metal, brass accents, concrete surfaces.
The store was not treated as a retail container. It became a physical embodiment of the brand’s emotional tone in reality.
The environment utilized the brand system in a way that was meant to provoke the new visual identity direction: structured, grounded, resilient. This phase was fundamental. It revealed how the brand behaved in three dimensions and informed every subsequent visual decision.
Video became the perfect mechanism for that. These weren’t storyboarded as product advertisements, they were framed as emotional narratives designed to express the brand’s ethos in motion. Every video frame was constructed to balance strength without aggression, individuality without isolation, and movement without chaos. The pacing, timing, and tone were deliberate, grounded with expressive dimension.
I directed the photography toward a visual language where product and people felt intentional, grounded, and inseparable from the brand’s resilient identity.
The product photography primarily used for digital demonstrates the shift toward immersive composition.
White sculptural props, directional shadows, military textures, and architectural placement gave the jewelry a sense of context and symbolism.
The wearable line used in digital and print was a fashion-forward execution while maintaining brand integrity.
Model photography incorporated the refined visual language: darker, natural tones, intentional framing, contrast-driven lighting, and body language that communicated confidence and self-possession.
A custom Shopify experience evolved into a unified system spanning apparel, packaging, and CPG. Every application was designed to feel considered, collectible, and consistent with Brass & Unity’s luxury-meets-rebellion identity.
Each influencer campaign aligned visually with the refined identity system — maintaining tone, color control, and composition standards, while intentionally partnering with those whose authentic connection to the city reinforced the brand’s roots.
Bold, rebellious, and unapologetic, Jacqueline embodied Brass & Unity’s core customer persona: confident, culturally aware, and unafraid to stand apart.
Her “wild child” energy gave the brand a lived-in edge, carrying its authenticity across OOH, print, CTV, social, and paid channels. The work felt less like an endorsement and more like a natural extension of her own presence.
Sultry and mysterious, Christina Lange introduced a darker, more fashion-driven interpretation of the brand.
Her presence brought a sharper, more editorial energy to the work, connecting with a younger, style-conscious audience while keeping the brand’s confidence and restraint intact. It made the identity feel aspirational without losing grounded sensibility.
Commercially polished yet grounded, Sarah positioned Brass & Unity within a more elevated lifestyle context.
Expanding the brand’s reach into a higher-income demographic without losing authenticity. As a Vancouver native actress, her visibility carried local cultural weight — reinforcing the brand’s roots while elevating its presence in the public eye.
What’s Measureable
The impact extended beyond aesthetics.
When the system is right, performance follows.
From identity refinement and environmental design to video storytelling, photography, digital build, and influencer strategy — the work was unified under one mandate: bring the hidden identity forward and give it structure.
The result was a cohesive brand ecosystem — emotionally grounded, visually consistent, and scalable across retail and digital, reinforcing what strong identity work can do.
*Some of these designs are client concepts only, and may not have been used in production.
