Employer: JustDesi Jewelry From:  11/2019 to Present Role: Creative Director and Digital Marketing Summary: Desi Kraiem is one of the fastest rising stars in the Los Angeles jewelry industry. Her career began in the bridal industry, but she quickly moved into jewelry, representing the MK Diamonds jewelry line for her family empire and performing a number of roles, from line development, design oversight, production and retailing to modeling and acting as a brand ambassador. In 2020, Desi began work on her own line of jewelry to be sold through retail outlets, online and through retail partnerships. Drawing from her family’s experience in the fashion and jewelry industries, as well as her own experience, Desi assembled a team to develop the brand and to carry the look, feel and messaging through multiple channels across four robust collections. I joined her team in April 2020 to build and direct the creative team that would craft the corporate ID and branding. The brand had to capture Desi's unique and incredible sense of self, fashion, style, personality, mood, and sex appeal. Our challenge was to launch the brand to an audience of young affluent professionals who care to present themselves with the same exacting, refined and elegant aesthetics as she does during the time of COVID, when everyone has to cover their face with a mask and remain six feet from everyone else. Over several weeks of research the brand name JustDesi Jewelry was developed to capture the essence of the four lines. We identified that retail would allow us the space to launch the brand with the look, feel and elegance we wanted and to provide the one on one customer care that would meet and exceed our client’s expectations while meeting the requirements for safety necessary within the pandemic.


JustDesi Jewelry, MK Diamonds and Jewelry


“My responsibility included sculpting the corporate ID and branding including brand SWOT analysis, color palette, typography, texture, Copy, Copywriters, Voice, Tone, and messaging to the end consumer. I put primary focus on the application of design elements across web design, print, retail and social media. Bringing energy, enthusiasm, creativity, and a disciplined work ethic to the design team. Generate design ideas, conduct research, document design workflows, and contribute to all manner of graphic and visual production.  Duties during the development and launch process included but were not limited to… Creative direction and design: creation and organization of digital assets, relationship building with vendors, freelancers, and contracted creative employees; hiring and creative direction for photo shoots, look books, store imagery, web design, motion graphics and social media; layout of packaging, monthly must-haves, sales sheets, bridal center stone program graphics, influencer cards, JCK Booklet and ads, office signage, media kits, stationary, e-newsletters and email promotions, and all ancillary marketing collateral. Marketing management: onboarding the brand to Amazon, planning and implementing social giveaways and swag, running and evaluating digital marketing ad performance, SWOT analysis and positioning the brand among competitors, ad rolls, traffic funnel, conversion funnel, stylist loan opportunities for press and placement, website build out (including e-commerce and fulfillment integration), Website asset management, Email blasts (open and click-thru rates) and trade-show support. Work in the following areas included… Corporate ID: logo design, logo usage (dos and don’ts), fonts, font usage, headers, subheads and body copy examples across print and web. Branding: mission, vision and values, positioning statement, brand character and brand story, copy strategy and voice, identity package and copy strategy. Social Media: Social categories, social calendar development and partner/software/efficiency sourcing. Photography art direction for flat lays, new "shelfies", model sourcing, lifestyle, founder, store, product shots and more. Public Relations: press release development and distribution, relationship building and liaising thanks and in part to friend Fashion Designer Michael Costello (Celebrity placement). Website: wire framing, flow chart development, all levels of approvals, design, development, eco integration and launch. Hiring: Digital Marketing strategist, photographers, models, stylists, in-house team and freelancers. Packaging: Typography, color, graphics, copy, pre-press and approvals. Defining the brand experience and soul - spiritual advisor. Marketing Collateral: Look books, letterhead, business card, leave behinds, landing pages and more. ”


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