My Role
I collaborated closely with the copywriting team and Laurea stakeholders, leading the design team in crafting the brand’s core messaging, developing the logo, designing the website, and engineering the Portfolio Box packaging. The goal was to create a cohesive, luxurious identity that set Laurea apart in the high-end investment jewelry space. The Portfolio Box was a particularly unique challenge—it needed to store 24k gold jewelry securely while also serving as a display-worthy piece for investors.

The Challenge
As a brand-new startup, Laurea had a strong concept, a high-value product, and a well-connected team, but they lacked a clear identity. Their branding had to evoke timelessness, refinement, and luxury while also communicating the financial investment aspect of their jewelry. The biggest challenge was designing a Portfolio Box that balanced form and function—it had to be compact enough for easy storage and shipping while spacious enough to accommodate multiple jewelry pieces, certificates, and collateral.

The Solution
We began by designing a logo that embodied sophistication and exclusivity. Inspired by Art Deco, the insignia set the tone for the brand’s luxurious aesthetic. With brand guidelines established, we extended this identity into web design, social media assets, and packaging.

For the Portfolio Box, I worked closely with stakeholders and the account manager to develop a design that met all functional and aesthetic requirements. The process took nearly a year, involving material research, engineering considerations, and multiple design iterations. The box needed to be durable, cost-effective, and elegant enough to reflect Laurea’s high-end positioning. I provided 2D and 3D design specs weekly, collaborating with packaging vendors who translated my designs into CAD models and physical prototypes.