ACS Jewelry, Alden+Mara
Role: Creative Director

A Jordan-based jewelry manufacturer with a history spanning 80 years and three generations moved into the retail brand space with the launch of the first of three proposed, consumer facing retail brands, Alden+Mara. As the creative lead for the start-up, I worked with the leadership team and select consultants to establish the brand, its positioning and value propositions through research and data analysis, as well as developed the initial visual identity, brand voice and packaging. Connecting the fledgling, middle-to-upper-tier brand with partners for paid media, I developed and tested the first digital ads to help refine approach and better understand our audience. Working with a limited budget, I helped launch and populate the initial retail website and social media accounts, mapped out creative approaches to content to test and refine, and connected a tiered list of potential vendors to aid in continuous content creation.