We began with The Session, using it to diagnose not just visual gaps, but a broader positioning misalignment. Together, we clarified the shift required: moving CŌG from an intimate, process-driven maker presence into a confidently framed, collectible art jewelry brand—without losing the quiet rigor that defines the work.
From there, I created a comprehensive brand strategy reference document designed to be actively used. The strategy articulated positioning, tone, visual principles, photo direction, and social media strategy, establishing a clear throughline across site, imagery, and ongoing content.
The photo direction was central to this shift. It focused on translating material intelligence into imagery—natural light, tactile surfaces, sculptural shadow, and compositions that felt intentional rather than styled. Using this guidance, Jen led a full reshoot for the site, styling and directing the work herself while collaborating closely with her husband, a professional photographer, who captured the images. The resulting photography feels authored, grounded, and inseparable from the objects themselves.
Because Jen is also a graphic designer, the identity update was a true collaboration. Grounded in the strategy, she developed a refreshed logo, color palette, and icon set. I then translated that system for the web—interpreting color for accessibility and longevity, and building page structures that give the work visual authority without excess.
In parallel, I completed a full editorial overhaul of the site. Every page and every product description was rewritten to support the new positioning, balancing sculptural language with clarity and purchase confidence. Collection pages were made SEO-friendly with featured editorial copy placed intentionally at the bottom—preserving visual restraint while supporting long-term discoverability.
On the technical side, we re-architected the product catalog to reflect how collectors actually shop. Rather than relying on simple variants, silver and gold versions of each piece were built as separate inventory items and structured as pseudo-siblings. This allowed material to function as a primary browsing decision, enabling clear pricing, accurate inventory management, stronger SEO, and a seamless visual switch between metals.
As a final layer, I created a visual content guide for CŌG’s Instagram feed, Reels, and Stories. The guide translated the broader brand and social strategy into concrete, repeatable direction—outlining visual themes, framing principles, and content rhythms that support consistency without overproduction or aesthetic drift.
