Maruxi is the brainchild of entrepreneurs Reuben and Maria Gomez. A talented brother and sister duo, Maria approached me to help her with the branding of her business. She already had a designer in place: the hugely talented Lauren Ledbetter of whose artistic designs I'm a huge fan, so together we focused more on the structure and commerciality of the website and the Maruxi brand.
A socially conscious pair with big ambitions, my task was to help the team create a brand that would be compelling to both consumers and aspiring Maruxi direct sales consultants.
The first challenge for me was to create some sense of an overwhelmingly large collection of jewellery! Seemingly disparate, I worked through each piece logically to identify common threads and create collections. From there came clues as to the sort of customer that would buy into the Maruxi offering as well as a clear creative direction for the brand.
This vision, combined with thorough research of the jewellery market and the consultant opportunities available, helped me design a compelling structure and set of wireframes (layouts) for the Maruxi website.
It also provide us with the perfect perspective to define the spirit of Maruxi: jewellery for women who are thoughtful, conscious and curious. And a business opportunity that empowers women to build businesses that live out their dreams.
I worked closely with both the Maruxi team and Lauren to ensure that the brand identity created the right impression. A fashion forward brand - this company required a softness of touch that wasn't instantly apparent. The finished identity, with it's ethereal watercolour textures and pattern creates just the right balance of independence, adventure and elegance.
A website this complex takes a lot of skill and a considerable amount of thought. Maria worked with the super talented Caz of Making Waves for her website - a commercially astute designer who blends style with substance seemingly effortlessly.
Caz has translated my ideas for the website beautifully and I can't wait to see everything live!
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