Creative Direction for House of Rey

Context

House of Rey is a brand that offers a modular jewellery collection made of stainless steel making it durable, waterproof and easy to maintain. Its modularity means that its also easy to adapt to different situations and styles and allows users to play and express themselves.

Challenge

Building a brand from scratch that communicates this tension of ease of wearing and maintenance but also the opportunity it affords the user to play and express themselves.

The Idea

Play up the tension between the mundane everyday and an artsy cool through creative expression. It’s identity is relatable though slice-of-life style content that is humorous and a little chaotic at times leaning into the real way most of us actually are. This thread of slice of every day life and slight chaos also weaves through the artsy expression with creative twist and artsy captures of the everyday and inspired collages. It refuses to fit into one box but feels coherent at the same time, resulting in a cool but unpretentious feel.

Execution

As Creative Director, I built the full identity, website, and brand world. I envisioned and executed campaigns end-to-end spanning a wide range of tools and skills that build the brand world brick-by-brick. Some projects are more focussed on traditional creative craft like the fridge chronicles, photoshoots etc, but for other projects that cannot be executed IRL like a campaign where Barbies have a chaotic day, were executed using AI workflows working in honor of the brand’s credo leaning into expression.

Impact

A coherent brand world with room to play, holding one clear message across wildly different concepts: aspirational and cool enough to want to buy into, grounded enough to be relatable and wear every day.