JEWELLERY BRAND IDENTITY & WEB DESIGN | NEWCASTLELA FINERY
A balance of elegance, simplicity, and a touch of edginess.
Leah Abercrombie is a Newcastle-based jewellery maker who works with precious metals and stones to create pieces that are both sophisticated and raw. When she approached me to create the identity for her studio, LA Finery, our goal was to build a visual language that felt as personal and unique as the jewellery itself. We wanted to capture a specific balance: something that felt elegant and professional, yet remained edgy, authentic, and rooted in the handmade.
Scope of work
The Branding Suite & Digital Experience
• Visual Identity (Logo & Brandmark)
• Colour Palette & Imagery Direction
• Custom Hallmark Punch
• Print Collateral & Packaging
• E-commerce Website Design
Creative Response
The identity is grounded in the raw elegance of Leah’s work. I created a hand-drawn logo and brandmark to mirror the organic shapes found in her metalwork, pairing them with a refined sans-serif typeface to bring structure and balance. The palette draws from natural materials and skin tones, creating an atmosphere of warmth and honesty. This intention carries through to the imagery, where soft light meets tactile elements—reflecting the emotional depth of her craftsmanship without distraction.
Every touchpoint was considered to ensure the experience feels seamless and intentional. The packaging is tactile and elevated, designed to make the unboxing moment feel perfectly aligned with the treasure inside. This consistency extends to the digital space; the website is a clean, effortless environment where the individuality of each piece stands out. From the maker’s mark stamped into the silver to the soft textures of the online shop, the result is a cohesive brand that feels timeless, meaningful, and true to Leah’s vision.
