Oh Katie Q. Jewellery
Oh Katie Q. Jewellery is an artisan jewellery company based in Toronto, Canada that focuses on promoting active participation, creative expression, and conscious integration of play into our daily lives through one of a kind silicone jewellery. This unique handmade organic and geometric shaped jewellery is made from a specialty silicone, which has the ability to stretch, twist, and withstand aggressive pull; like a rubber band, silicone also has the useful property of returning to its original shape when released from tension. Its texture is smooth, yet squishy and each piece has been uniquely dyed with ultraviolet pigments (black light dye) and glow in the dark dyes to create a whole new multi-sensory experience. Through the elements of elasticity, texture, and color, these pieces steal the spotlight.
Design Challenge
Oh Katie Q's original product offering was a small sample of rings and bracelets, which quickly expanded to a larger product offering including necklaces and keychains. As Oh Katie Q. Jewellery started to enter the retail market it needed a brand identity to introduce itself and capture the spirit and voice of its product and company.
Design
The design process started with in-depth brand analysis and competitive research to better understand the current market and how Oh Katie Q. Jewellery would excel in it. I developed a flexible and distinctive brand identity system to express the brand's new personality.
Scope of Work
Brand Research & Strategy
Brand Identity System
Website & Marketing Assets
Brand Identity System
Website & Marketing Assets
Year
2012
Defining the Brand
Through design thinking exercises in the empathize stage, I defined and refined Oh Katie Q’s core brand attributes, forming the foundation for its positioning and visual identity.
Understanding the Customer
Oh Katie Q.'s mission is to evoke happiness, exploration, and play into our daily lives while also creating a unique outlet for personal expression. To understand the needs of Oh Katie Q.'s customers, I created user personas based off customer feedback and conversations from trade shows and events to help paint a clear picture of our customers unique stories, demographics, pain points, and desires.
Positioning the brand
Through client discussions, brand exercises, and user research, I defined the value proposition.
Creating the Identity System
In order to stand out and make a visual impact in the market Oh Katie Q. Jewellery needed a strong and distinctive identity that conveyed its playful personality and engaging spirit. I did this by defining a strong logo, color palette, typography, and supporting visual assets.
Logo
The Oh Katie Q Jewellery logo is simple, distinctive, and full of character, making it memorable. To highlight the brand’s personality and attitude, I explored quirky, expressive display typefaces with clean, bold, approachable sans serifs for contrast and harmony. Featured typefaces: GoodDog and Montserrat.
Color palette
The color palette is approachable, vibrant, and versatile. Reflecting the jewellery’s spontaneous and interchangeable nature, the palette allows for flexible combinations that together convey a cohesive and dynamic brand personality.
Typeface
Oh Katie Q Jewellery required a brand typeface that complemented the logo and reflected its modern, approachable personality while maintaining flexibility across various applications. Helvetica Neue was chosen for its versatility and friendly letterforms, making it an ideal choice for marketing and brand collateral.
Extending the brand identity
Beyond photography, I translated the shapes of Oh Katie Q’s jewellery into visual accents and icons, weaving them throughout the brand’s visual language. This approach reinforces brand recognition while capturing the playful, energetic spirit of Oh Katie Q.
Product List & Inventory Sheet
Packaging & Swag
Website
Instagram
Featured Moments & Highlights
• Featured product in T.I.F.F Bell Lightbox market. Known around the world for the TIFF International Film Festival.
• Product featured in several boutiques throughout Toronto.
• Oh Katie Q. Jewellery was invited multiple years to participate in Toronto's One of a Kind Show, one of the largest and best-attended craft shows in North America, where it was voted Rising Star and interviewed by the CBC (Canadian Broadcasting Corporation).
• Invited to participate year over year in a series of Toronto summer exhibitions.