DESIGN CHALLENGE:

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Rebrand an existing

jewelry brand to improve

brand recognition

and engagement. Use a

comprehensive branding

process that includes

research, strategy,

identity development, and

application across key

touchpoints. Develop a

visually cohesive identity

system—not just a logo—

grounded in clearly defined

client needs, target

audience insights, and

relevant market trends.

Conclude with a brand

standards guide banner that

demonstrates proper usage

and core visual guidelines.

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CREATIVE SOLUTION:

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Betty Belts is an ocean-

inspired jewelry brand

beloved by female surfers,

including myself! It

was an opportunity I

couldn’t pass up! Their

current brand identity is

memorable, but lacks the

ability to be consistent

and recognizable across

print, web, packaging, and

social media. Research and

clarifying strategy of the

Betty Belts brand promise,

strengths, weaknesses,

opportunities and threats

informed the development

of the creative direction

and identity system. The

main difference between

it and similar brands

is the cult following,

community development,

and local engagement in

Ventura, CA. The initial

logo design started with

three primary creative

directions and expanded to

over one hundred variations

before finalization. The

brand identity strives to

showcase the fun, playful,

and creative sisterhood

of female surfers united

by love of the ocean and

the brand. The various

touchpoints add whimsy and

excitement for increased

engagement through

packaging, social media,

web, and environmental

signage. All design

elements are handmade and

feature custom fonts to

further emphasize that

Betty Belts, like its

jewelry, is like no other!

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CATEGORY: Branding and

Identity Systems

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CLIENT: Betty Belts

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DELIVERABLES: Standards

Guide Banner, 12” x 60”

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TOOLS: Procreate,Photoshop,

Indesign, Illustrator

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