Fine jewelry has a reputation for glass cases, hushed rooms, and gatekeepers. Cast set out to flip that: a San Francisco jewelry collective that partners with independent designers on exclusive, limited-edition collections, each with its own story, and invites the jewelry curious to start collecting. The brand needed to be as beautiful as the pieces and as playful as the people wearing them.

The idea: a beautiful contradiction, where proper meets provocative. I helped shape the identity, a navy-and-brass world of sculptural type, a bold botanical pattern, and a palette of teal, coral, and yellow, then designed the first e-commerce site to launch alongside the first store, with editorial maker stories, a personal concierge, and the Club Cast member portal. The system carried through packaging, social, and an out-of-home store-opening campaign.