Penny Preville
Full-suite brand refreshment for the perennial jewelry brand — today, tomorrow, forever
Marked by femininity, luxury, and an eye for intricate detail, Penny Preville is designed for women by women. From milgrain to engraving and hand-crafted accents, they meticulously design for distinction.
Key Contributions
Managed holistic brand refreshment: strategy, mission, values and tone, distilled across web, copy, design, ads, email and physical spaces
Produced e-commerce, bespoke product, lifestyle and editorial photoshoots
Created photo retouching and web optimization workflow
Project managed the site redesign, collaborating closely with a team of designers and engineers
Fostered close relationship with the Founder and Sales Director on brand creative, PR and tradeshow requests
Photography by Joel Stans, Michelle Monique and Angelo Sgambati
Brand Development
The website underwent an entire redesign and content overhaul from the back end to the front end. I led the project through several hybrid waterfall-agile sprints over the course of 6+ months, launching in Summer 2022.
The scope also included designing entirely new pages like the Course Directory, Internet Gems (inspiring email designs), Resource Directory, and Newsletter.
I led the overall strategy for these pages, working closely with Puno and our creative team.
Web Development
I led the launch of three physical products — the ilovecreatives Nalgene water bottle, the Don't Burn Out Candle (a social enterprise collaboration with The Downtown Women's Center), and the Nail Wraps collaboration with Stay Sticki. My responsibilities included social media marketing, paid ads and e-commerce planning and execution — working with our in-house and freelance teams.
Project Management
Landing Page Copy
Operations
Social Media Marketing
3D renders by Alexi Wifi. Product designs by Puno Puno, Sarah Campbell, and Hannah La Salvia.
Content Production
Photoshoots: Lifestyle Editorial, Ecommerce, Bespoke Product, Stills and Motion
Model Casting
Budget
Pre and Post Production
Retouching Processes & Workflows
Branded Copy
Tradeshow Design & Production: JCK at the Venetian Expo, Las Vegas, 2021
