Hex codes and ampersands

Creating a visual identity for a jewellery business

When I enrolled in my first jewellery course five years ago I didn't imagine that I would one day have my own label. But here I am, ready to run my own jewellery business. Of course, selling what you're making involves quite a lot of business planning and setting up systems, which is not always fun and rarely very creative. One area, however, was a creative delight: developing a visual identity for Ampersand Design.

... and?

So why Ampersand Design? As a communications professional, working with text is a daily delight. I have always liked ampersands because next to their practical meaning of signifying the word 'and' they also have a beautiful shape and are one of the most interesting and versatile letters in any font. So I knew pretty early that I wanted to include it in my business name. But then I got some expert help in.

I am incredibly lucky in that I am living with and occasionally working alongside an experienced graphic designer. Throwing creative ideas around and developing concepts is something we do very well together, so I sat down, wrote a creative brief, and then we went to the pub - outdoors and socially distanced, of course.

Brand on a napkin

We had an excellent precedent to follow here: when I went freelance with my arts marketing consultancy, www.the-write-brandt.com, we spent a hugely creative afternoon in a pub, by the end of which the core of its visual identity was born - on a paper napkin.

This time wasn't much different. We knew the name already, but I wanted the visual identity to represent much more: the elegance, beauty and clean lines of my favourite material, silver, as well as the colours of the sea and the beaches that inspire so much of my work.

So we talked a lot, about ideas, designs, the materials I use and how where we live on the South coast inspires my work. By the end, I had it all - an elegant logo, a beautiful colour palette and two fonts that fit well with the entire concept.

Now I just need to open my shop...