Design meets strategy at a small-but-mighty diamond house.
At Nina’s, I joined as a designer, but like with many small businesses, my role quickly grew beyond the usual boundaries. I became a hybrid creative and marketing lead, helping design not just the look of the brand but also supporting the direction of its storytelling.
From campaign ideation and seasonal art direction to refining tone of voice and writing SEO-friendly web copy, I worked closely with the marketing team to ensure every visual and written element felt consistent, elevated, and on-brand. I created graphics across all touchpoints; email, paid social, website, packaging, store signage. I additionally got stuck into the strategy: planning content calendars, briefing product photoshoots, and evolving our creative approach to better resonate with our core audience (hello, Baby Boomers with diamond dreams).
Highlights:
– Contributed to art direction, campaign concepts, and brand visuals across digital and print
– Crafted SEO copy and educational content to support a new wholesale diamond platform
– Helped shape the brand’s tone of voice and customer journey, not just its visuals
– Worked hands-on across design, copy, content strategy, and marketing support
– Wore many (sparkly) hats in a small, ambitious team
