Aurelia started with a jewelry collection but no established brand identity, positioning, social presence or launch story. The challenge was to introduce an unknown brand into the luxury market with a distinctive point of view.
As Creative Producer and Brand Launch Lead, I developed the brand around jewelry’s connection to personal memories and significant moments. That idea shaped the messaging, visual storytelling and launch.
My work included:
Developing the brand philosophy, positioning, narrative and key messages.
Creating the brand book, tone of voice and visual communication direction.
Developing the concept and script for the first brand film and leading its creative production through the final edit.
Producing editorial photography, video and launch assets.
Launching Instagram and establishing its initial content and visual storytelling system.
Producing the founder’s red-carpet appearance at the Venice Film Festival as the central PR moment.
Coordinating creative specialists, production partners and media outreach.
The launch delivered:
A defined brand identity and communication strategy.
An active Instagram presence with original branded content.
An international debut built around the Venice red-carpet appearance.
A collection of editorial and red-carpet photo and video assets.
50 targeted media pitches.
Two earned media mentions, including a launch feature in SFLStyle.
I led the project from brand development through launch, connecting its positioning with the content and PR activity that introduced Aurelia to the public.
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I developed and produced the launch of Aurelia, a Miami-based jewelry brand working with lab-grown diamonds. Starting with the product, I built its positioning,