Katharina Semijoias is a premium plated jewelry brand based in Brazil, known for its refined aesthetic and elegant showroom experience. The campaign “Find Your Glow” was designed to strengthen brand awareness and drive more visitors to the physical showroom. The campaign unfolded through both ambient and digital media — including tabletop displays, mirror decals in select upscale restaurants (encouraging organic photo sharing), elevator stickers highlighting the showroom floor, street signs, billboards, and digital placements across social media and email marketing.

As Art Director, I was responsible for developing the key visual and all supporting campaign materials. The challenge was to create a concept that would attract an audience of high purchasing power women, maintaining the brand’s sophistication while standing out across multiple touchpoints.

Concept Development The creative concept stemmed from the idea of “finding” one’s shine — a dual metaphor for discovering both personal beauty and the showroom itself. Each piece placed around the city acted as a clue, guiding consumers toward the physical store, where they could “find their shine” through Katharina’s elegant jewelry.

Visual Identity The visual direction balanced sophistication with lightness. A sans-serif typeface was chosen to convey elegance without heaviness, while the color palette relied on timeless neutrals — black and white — contrasted by the brand’s signature rose gold accent. The key visual element, a rose gold circle placed behind the models, symbolized a target — marking the exact position of the woman who had found her shine. Against the black-and-white compositions, this detail stood out, reinforcing both the campaign’s message and its luxurious tone.

Execution The tabletop displays featured the campaign models, while the mirror decals used only typography and the circular graphic element — allowing each customer to become the protagonist of her own reflection. All digital materials followed the same elegant aesthetic, ensuring visual cohesion across media. The result was a campaign that subtly merged interactivity, elegance, and storytelling — positioning Katharina as a premium brand that celebrates women’s individuality and timeless beauty.