Come up with an appealing visual
identity in a relatively saturated
market (jewellery) that would
differentiate the brand from others.
Responsibilities
Creating an online visual identity,
executing visual strategy,
content creation
executing visual strategy,
content creation
Tasks
Creating moodboards, illustrations,
marketing, storyboarding, production
editing, model scouting and styling.
marketing, storyboarding, production
editing, model scouting and styling.
Challenge
Overview 01/02
Murih is a jewelry brand centered
around the theme of self-love,
encapsulated by the mantra ‘I am
enough’. The target demographic
consists of women aged 16 to 24
residing in the Netherlands, Germany,
or the UK. All of the jewelry is crafted
by a local Goldsmith in Madrid.
Radeljic-Jakic has played a pivotal
role in shaping Murih's visual identity
and has produced diverse forms
of content, both paid and organic,
across various brand platforms.
around the theme of self-love,
encapsulated by the mantra ‘I am
enough’. The target demographic
consists of women aged 16 to 24
residing in the Netherlands, Germany,
or the UK. All of the jewelry is crafted
by a local Goldsmith in Madrid.
Radeljic-Jakic has played a pivotal
role in shaping Murih's visual identity
and has produced diverse forms
of content, both paid and organic,
across various brand platforms.
Overview 02/02
The creative process commenced
with the development of mood boards
to establish a compelling brand
narrative. While the jewelry already
existed, there was a need for a cohesive
story and a distinct brand image. Opting
for soft, dreamlike visuals, we integrated
three ambassadors who are consistently
featured in all our online communications.
Each ambassador represents a unique
archetype of womanhood: one focused
on her career, another with a family
orientation, and the last one driven
by a passion for health and sports.
with the development of mood boards
to establish a compelling brand
narrative. While the jewelry already
existed, there was a need for a cohesive
story and a distinct brand image. Opting
for soft, dreamlike visuals, we integrated
three ambassadors who are consistently
featured in all our online communications.
Each ambassador represents a unique
archetype of womanhood: one focused
on her career, another with a family
orientation, and the last one driven
by a passion for health and sports.
The intention was to consistently
feature these ambassadors across
diverse campaigns over an extended
period. This strategy aimed to foster
a connection, enabling the audience
to empathize and grow with these
characters.
feature these ambassadors across
diverse campaigns over an extended
period. This strategy aimed to foster
a connection, enabling the audience
to empathize and grow with these
characters.
Credits
Production: Mirko Radeljic-Jakic
Photography: Jozef Wright
Videography: Kasper van Steveninck
Models: Lara Weghorst, Dave Nimrod
Stella Bonomo, Sofia Obama, Ellen
Photography: Jozef Wright
Videography: Kasper van Steveninck
Models: Lara Weghorst, Dave Nimrod
Stella Bonomo, Sofia Obama, Ellen