Client — Imago For All
Scope — Brand identity, product development, styling and photography
Year — 2022
Year — 2022
Project overview
Imago For All is a modern luxury jewelry brand that redefines sustainability and mindful design as essential pillars of sophistication. As founder, creative director, and product designer, my goal is to harmonize timeless aesthetics with eco-conscious practices, crafting pieces that honor both the environment and the wearer while celebrating the fusion of artisanal craftsmanship and innovative solutions for a healthier future.
The challenge
How can a luxury jewelry brand redefine indulgence by incorporating sustainable practices without compromising on elegance, craftsmanship, or the emotional value of its products?
This challenge required me to innovate at every stage—pushing myself to cross-analyze and rethink materials, production methods, and branding to align with eco-conscious values while maintaining the allure of minimalist, wearable sophistication.
It demanded resourcefulness, a strong understanding of how to bring together functionality and design, and a commitment to solutions that tell a cohesive, intentional story.
These guiding principles defined and shaped Imago For All—crafting products that are as functional as they are beautiful, with a deep respect for materials and their impact.
The approach
Research
I immersed myself in sustainable design practices, material sourcing, and market trends, studying eco-conscious production methods, the lifecycle of materials, and consumer demand for ethical luxury in the jewelry market. Through this research, I identified how sustainability could be seamlessly integrated into a luxury brand without compromising aesthetics or quality.
I immersed myself in sustainable design practices, material sourcing, and market trends, studying eco-conscious production methods, the lifecycle of materials, and consumer demand for ethical luxury in the jewelry market. Through this research, I identified how sustainability could be seamlessly integrated into a luxury brand without compromising aesthetics or quality.
Values and sketches
To transform my research insights into tangible outcomes, I first defined the core values of Imago For All—environmental and social consciousness, understated sophistication, and slow, intentional living. I then translated these values into product designs, ensuring that each piece aligned with the brand's ethos and maintained a minimalist, refined aesthetic.
To transform my research insights into tangible outcomes, I first defined the core values of Imago For All—environmental and social consciousness, understated sophistication, and slow, intentional living. I then translated these values into product designs, ensuring that each piece aligned with the brand's ethos and maintained a minimalist, refined aesthetic.
Eco-conscious production
Respect for people and planet defined the project from the start. By using lower-impact materials like recycled glass beads made from old bottles, repurposed beads from locally sourced second-hand jewelry, and ethically sourced recycled 925 sterling silver, I sought to imbue each Imago piece with the brand's proudly artisanal, values-driven, eco-conscious spirit. This approach to sourcing and production minimized environmental impact and added value through unique, few-of-a-kind materials hand-selected for their beauty.
Respect for people and planet defined the project from the start. By using lower-impact materials like recycled glass beads made from old bottles, repurposed beads from locally sourced second-hand jewelry, and ethically sourced recycled 925 sterling silver, I sought to imbue each Imago piece with the brand's proudly artisanal, values-driven, eco-conscious spirit. This approach to sourcing and production minimized environmental impact and added value through unique, few-of-a-kind materials hand-selected for their beauty.
Brand essence
Brand proposition
To embody understated elegance through eco-conscious design, seamlessly blending subtle luxury with a philosophy of slow and intentional living
To embody understated elegance through eco-conscious design, seamlessly blending subtle luxury with a philosophy of slow and intentional living
What the brand does for the consumer
Fulfilling — Provides sustainable elegance for a better tomorrow
Rewarding — Elevates their lifestyle while staying aligned with eco-values
Self-satisfying — Offers beauty and luxury without compromising principles
Aesthetically pleasing + unique — Features timeless, minimalist designs with a unique edge
Facts and symbols
+ Ethically sourced materials
+ Handcrafted collections made with intention and precision
+ Small-batch, sustainable production
+ Eco-conscious packaging
+ Global reach with a local mindset
How the buyer would describe the brand
+ Authentic
+ Thoughtful
+ Quietly luxurious
+ High-quality
+ Unique blend of modern design and sustainable practices
How the brand makes the buyer feel
Empowered — Knowing they support independent, eco-conscious craftsmanship
At peace — Embracing slower, intentional choices and lifestyles
Proud — Owning timeless, eco-luxury products
Connected — Aligning with a mindful community
Brand story — Imago’s emphasis on blending elegance with sustainability creates a strong narrative that appeals to conscious consumers seeking values-driven luxury
Pricing plan — A tiered pricing structure ranging from $120 to $180 per pair of earrings positions the brand as attainable luxury—comparable to other high-end jewelry brands that emphasize craftsmanship, design, and sustainability over traditional "precious" materials
Sustainability — Eco-conscious practices and materials are a hallmark of modern luxury, making Imago resonate with the growing demand for ethical, sustainable design
Above — Marketing collateral designed to raise brand awareness and highlight Imago's commitment to sustainability and small-batch craftsmanship, presented as eye-catching graphics with easily digestible information
Brand vision
To redefine luxury by championing eco-conscious practices and slow living, offering timeless, understated elegance that harmonizes design, sustainability, and intentionality
Brand voice
Warm, thoughtful, and inspiring—speaking with authenticity and purpose. The brand communicates with a tone that is minimalist yet rich, focusing on the importance of conscious choices and timeless craftsmanship
Brand value
Beautifully designed, sustainable, and durable jewelry that embodies understated sophistication. Imago offers consumers the opportunity to align their style with their values, ensuring quality pieces that last and tell a story
Tone words
Authentic
Elevated
Serene
Timeless
Brand visuals
Elegant, minimalist imagery with a focus on natural materials, neutral tones, and clean compositions. Visuals emphasize artisanship, sustainability, and understated sophistication, combining lights and shadows with pared-back styling and organic backdrops to evoke calm and intentionality.
Today's luxury is no longer about excess but about meaning and intentionality, and Imago For All aims to become a respected and trailblazing brand within the growing market for ethical fashion. Through its focus on sustainable materials, global sourcing, and timeless design, the brand caters to consumers who value artistry and ethical responsibility, proving that luxury isn't solely about materials or price—it's about the story and impact behind the product.
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