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BLUE NILE
PROJECT
Rebrand
ROLE
Senior Art Director
Credits
Kari Pearson, (Creative Direction), Stephanie Tucker (Senior Designer), Tessa Neimer (Digital Production Designer), Virginia Bunker (Content Direction), Nathaniel Hoe (Copy), Elizabeth Rudge (On-Figure Photographer), Brian Weiss (Product Photographer), Christopher Harrell (Video), John Birdseye (Retoucher), Aruliden (Agency)
Jewelry often serves as a timeless symbol of what matters most, cherished relationships, significant milestones, treasured memories, and forms of self-expression.
Guided by these principles, I co-led a full-scale rebrand that transformed Blue Nile from a dull, outdated diamond retailer into an emotionally resonant fine jewelry brand for the global luxury market. I was tasked with leading seasonal campaigns, photoshoots, and brand design, working with key stakeholders to establish a new aesthetic that was elevated, modern and delivered an exceptional customer experience. Freshly branded content was produced for all channels from showroom signage to Blue Nile’s first-ever video.
