King Jewelers
Social Media Director + Creative and Art Director
01
24 - 25
The Brand & My Role
As Art Director and Social Media Director at King Jewelers, a Nashville luxury jewelry and timepiece retailer since 1912, I led creative direction in-house for over a year, elevating the brand's visual identity as it expanded into a full-funnel, digital-first strategy without losing the sense of craft and prestige that built it.
Working alongside the internal team, I led creative direction across visual identity, social media strategy, and paid advertising, developing treatments and moodboards to guide photo and video shoots, art directing on-set production, and shaping how the brand translated across OOH, print, email, and digital. I also assisted with the art direction for the website's redesign using Shopify.
The Concept: Legacy, held in reserve.
The palette leans black and white to protect King Jewelers' timelessness, while adding an editorial feel, letting the brand's gold crown mark stand alone as the singular point of luxury. Gold carries the weight of the brand itself: the metal of fine jewelry, of expense earned rather than announced, of a legacy that's held for over a century. Navy anchors the system as a third tone, deep enough to signal trust and permanence, rich enough to elevate a diamond without the harshness of pure black.
For a brand built on major, once-in-a-lifetime purchases, the visual world had to feel less like a sale and more like an institution.
Visual Language
Palette — Black & white as the editorial base; navy as the trust signal; gold reserved exclusively for the King Jewelers mark
Typography — Montserrat Bold for headlines, Montserrat Medium for body, clean and confident without competing with the product
Photography Direction — Treatments and moodboards built ahead of every shoot; clean, light-forward product photography paired with on-body lifestyle imagery
Brand Range — A system built to flex across a wide inventory tier, from Mikimoto to TUDOR, Rolex, and Patek Philippe, without diluting brand consistency
Content Cadence — Evergreen social and paid content supporting 6 annual in-store events, including the Nashville Watch Fair (Glashütte, Tudor, IWC, Blancpain)
Execution Across Channels
The system flexed across OOH, print, email, paid social, and a full Shopify website redesign — maintaining a consistent visual grammar while adapting scale and pacing per channel.
Digital Assets
Social Media
OOH & Print
