Fie Isolde is a Los Angeles-based fine jewellery designer known for her sculptural forms, raw textures, and deeply personal approach to making. Over time, her work had cultivated a devoted following within her local community, collectors drawn to the imperfect beauty and intimacy of her craft.

As the brand evolved, the need arose to translate this tactile, emotional universe into a cohesive identity that could live both physically and digitally. We were invited to redefine the brand world; bridging store, studio, and screen through strategy, design, and e-commerce development.

The jewellery landscape is often divided between polish and personality. Brands either trade intimacy for scale or artistry for accessibility. Fie’s work offered a rare synthesis: pieces that offered the deliberate balance of traditional and contemporary, sculptural and wearable.

The opportunity lay in elevating this sensibility into a brand language that could speak to a global audience without losing its handmade spirit. The task was to build a digital presence that felt as considered as her process, an experience rooted in craft, narrative, and emotional resonance.

Our approach began with strategy, uncovering the emotional and cultural foundations that defined Fie’s practice.

From this, a visual and verbal identity emerged, one that mirrored the warmth and raw refinement of her work. Typography was refined for balance and longevity, creating harmony across print and digital.

Every element was designed to honour her creative evolution, positioning the brand not simply as a jeweller, but as a curator of form, feeling, and craft.