Azile Nuñez

Brand Designer [Internship]

seed2stone

In my role as a brand designer, I developed a cohesive brand book and style guide template that aligned with the company’s ethos. I also had creative freedom to produce visual concepts for product ads and Shopify website banners, while designing brand assets and digital materials to support marketing efforts.

Brandbook and Style Guide Template

The Brand Book and Style Guide that I created will establish a clear and distinctive brand identity, ensuring that Seed2Stone’s visual and verbal elements create a memorable presence in the market.

The style guide will provide comprehensive guidelines to maintain consistency across all marketing materials, including digital platforms, print, packaging, and advertising. It aims to enhance brand recognition by developing a strong and unique image that differentiates Seed2Stone from competitors and resonates with the target audience.Additionally, the guide will support brand growth by equipping internal teams and external partners, such as graphic designers, advertising agencies and investors with the necessary tools and knowledge to represent and promote the brand effectively and efficiently.

While exploring layout options for the templates, I also developed patterned assets that can be integrated into the S2S graphics to enhance the visual appeal of their posts.

While exploring layout options for the templates, I also developed patterned assets that can be integrated into the S2S graphics to enhance the visual appeal.

*Seed2Stone Instagram posts

*Seed2Stone Newsletters

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Flat Back Studs Launch

Seed2Stone launched a new earring category, “Flat Back Studs”. It aims to change the security, convenience, and comfort of earring studs.

Idealizing a banner at first, I turned it into a 30-second launch video on social media [Meta] that then got used as a brand and product ad. The launch video highlights the diversity that Seed2Stone offers within its company and products. I showcased a variety of in-demand jewelry choices and styles—ears and nose piercings.

There was a challenge in determining where to showcase the launch video. To address this, I created a GIF version that features key sections of the video.This allowed S2S to use a GIF banner on the launch page and a 1:1 GIF featured on their homepage.

Shopify Page Banner

Seed2Stone is exploring ways to refresh its Shopify Banner on one of the pages with the most traffic. After launching Flat Back Studs which gained popularity with their loyal consumers as well as attracted new ones, they have decided to bring to light their versatility in the market by promoting their Ear Cuffs.

The banner that I created aims to enhance and effectively communicate the brand personality and call-to-action mainly to engage with the consumer and present the assortment of ear cuffs digitally. After analyzing other jewelry websites and competitors, I came to a decision to bring up using a GIF for the banner. Compared to the traditional static banner, Seed2Stone has started to implement GIFs to inspire and pique our customer interest.

TikTok Videos | META Posts

Seed2Stone is pushing their products by delving into their social media management. Kicking off their TikTok account would be a series of three videos encompassing the introduction of their brand and what their customers should expect.

Being given the videos to work, I edited them in a way that the ads would appeal to TikTok users who would align with Seed2Stone's target customers. The videos aim to increase brand awareness and engagement with their target and potential customers. It highlights the quality of the jewelry that they sell and offer.

behind the scenes

drafts. process work. brainstorming

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Before diving into the templates, Seed2Stone provided me with their brand pitch deck, consumer personas, ideal customer profile, and logo and typography suite.Using these as references, I conducted a thorough brand analysis. After taking notes, I developed a tailored project deliverable, cross-referencing insights from a previous brand project guide. Following a collaborative meeting to propose the structure for the brand book and style guide, I began crafting the Seed2Stone Identity book

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I began curating visual inspirations and defining the overall feel for the templates.Experimenting with slide layouts and content, I explored colour combinations that aligned with accessibility standards

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Following weeks of draft presentations and feedback on aesthetics, orientation, and colour combinations during our weekly meetings, I began adapting the layouts to Google Slides for easier accessibility. However, after discussions, we decided to finalize the template in Canva, as it’s Seed2Stone’s primary tool for managing their assets.

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While transitioning the finalized brand book to Canva, I also developed the framework for the Style Guide and presented the initial design draft.

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Creating the template for the Style Guide was more straightforward, as it’s a simplified version of the Brand Book in design while maintaining some design unique to itself.

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After refining the drafts based on feedback, I created the Style Guide template in Canva, following the same process I used for the Brand Book. I made sure to add the grid lines I used for both templates.

Week 1 & 2, Figjam Board. Brand Analysis + Framework draft [9 secs]👇

Week 3, Figma. Moodboarding + First design draft 👇 [8 secs]

Week 4 & 5, Figma. Template size orientation/format + final draft + Google slides transition [15 secs] 👇

Week 6 & 7, Canva & Figma. Finalized Brandbook on Canva +
Styleguide Framework Draft + First design draft [6 secs] 👇

Week 8, Figma. Design drafts [3 secs] 👇

Week 9, Figma & Canva. Final design draft + Style guide on Canva 👇 [6 secs]

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During the brand analysis, I curated a Pinterest board to encapsulate Seed2Stone's essence. It highlighted keywords such as women, stylish, accessories, mid to upper-class, 30-50s, millennials, eldest Gen Zs, gift-giving, social butterfly/extroverted, authentic, trendy, self-love, and family-oriented

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I came up with the following ideas:Interactive Pop-Up → Blog/Page
A dynamic pop-up teases the new product with a call-to-action like "Discover the story behind our latest collection." Which leads to a blog page that shares the design journey, product features, and lifestyle benefits.Magazine-Style
An editorial-style graphic that combines lifestyle imagery and product details. The design features bold grids, torn-edge effects, and modern typography to create a clean, stylish aesthetic."What, Why, When, Where, How" Series
A series of banners that answer key questions about the product launch. It could be a carousel to engage users and build anticipation.Tear Effect Pop-Up
A bold pop-up animation uses a "tear" effect to reveal the product behind it. This striking visual pairs perfectly with a brand tagline like.

The first few drafts I showed was of a tear effect and magazine-like graphic style just to have a visual example out of the moodboard I made for the project.

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I discussed visualizing and exploring ideas of fragmented portraits that highlight the parts of the face—where jewelry could be worn. A collage of portraits was suggested, still focusing on different body parts.Inspired by Michael Jackson's Black or White MV, we emphasized refining the concept into one clear direction: showcasing S2S pieces worn by different personalities to convey the versatility and connection of the S2S jewelry to everyday life with its customers.

After presenting the first draft of the portrait collage, the team was especially drawn to the tear effect and how different facial features from various images were blended into one portrait. Following their feedback, I received additional portraits of S2S models, which I incorporated to further refine the material.

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We then explored ways to use the blocks creatively for text placement and showcasing jewelry, adding more visual interest to the graphic. When jewelry pieces were added, it became clear they needed to stand out more. This led me to focus on zooming in on ears and noses—key areas where flat-back studs are commonly worn. These insights also prompted simplifying the tear effect into clean squares and rectangles and transitioning the project from a static banner to a dynamic 30-second video promo.

Week 1, Pinterest. Moodboarding + Ideations [15 secs]👇

*Week 2, Figma. Moodboarding +
Sketches [13 secs]👇 *

Week 3-4, Figma. First design Draft👇 [2 secs]

Week 5-7, Figma. Collage design Draft + Launch Video drafts👇 [14 secs]