Most jewelry brands don’t have a logo problem. They have a “who is this for?” problem. When KEESA Jewels came to me, the brief was [what they asked for]. But the real issue was "they looked like everyone else in the category" So before opening Illustrator, I ran Discovery: → [Finding about the audience] → [Finding about competitors] → [Finding about what KEESA could own] That led to the Direction: [one-sentence positioning]. Then Design: → The mark: [A poised cat whose tail curls into the curve of the K, with a small star beside it. “Keesa” comes from киса (kisa), Russian for a kitten and a term of endearment, so the cat carries the name’s meaning. Ornamental, not cute.] → The palette: [Deep burgundy, warm ivory, and burnished gold. Burgundy brings richness and drama, ivory keeps it light and breathable, and gold carries the jewelry’s glow.] → The type: [A high-contrast italic script with the confidence of a serif, with a tall, slanted K as the hero, over widely tracked sans-serif “JEWELS” for structure.] The result is a brand that feels celebratory without being loud, with imagery built from candlelight, champagne, and velvet instead of flat-lay shots, so the jewelry feels like part of a world, not a catalogue. Full case study on Behance: [CASESTUDY] What’s the one thing a jewelry brand should never compromise on? Tell me below.