VIVÊNCIA JOIAS OVERVIEW
Context
Vivência Joias (ViV) is an artisanal jewelry brand that celebrates individuality, diversity, and personal expression through made-to-order pieces. The project encompassed complete branding—from logo creation to app prototype—with a strategic focus on building a cohesive digital identity.
Challenge
Create a visual and strategic system that reflects the brand's core values (authenticity, strength, elegance) while building a digital experience that empowers users to explore personalized jewelry with confidence and emotional connection.
My Role
I worked as Creative Director, leading brand strategy, visual identity design, tone of voice development, and mobile app UX/UI design. This project was developed entirely by me.
Brand Pillars — Research and Strategic Direction
Defining the Brand Pillars
At this stage, I conducted audience research and visual benchmarking to identify the core values that should guide VIV's digital identity. Through exploratory interviews and competitor analysis, I defined six central pillars—inspiration, individuality, diversity, strength, courage, and experience.
These pillars informed all UX and UI decisions, ensuring that the visual communication, user experience, and brand narrative remained consistent and aligned with the brand's authenticity.
Inspiration
💎
Individuality
🌈
Diversity
💪
Strength
🦁
Courage
🎨
Experience
PROCESS
Building the Brand Manifesto and Tone of Voice
To enhance the emotional connection between the brand and its audience, I developed a manifesto based on insights gathered during the audience analysis. The text conveys the brand's essence and guides the user experience across all digital touchpoints.
This core message reinforces VIV's value proposition and serves as a foundation for microcopy, interface messaging, and institutional communication.
"VIV transcends the brand concept—it's an invitation to explore your individuality in the most confident and authentic way. Made-to-order jewelry designed to elevate your personality uniquely."
Visual System for Interface Design
Based on the insights collected during research, I defined a color palette that reflects elegance, confidence, and personality—attributes highly valued by the brand's persona (young adult women seeking authenticity and accessible sophistication).
I combined legible interface-friendly typefaces with a custom handcrafted font created specifically for the brand, ensuring uniqueness and recognition.
The entire visual system was designed with UI consistency, accessibility, and future scalability in mind.
Design System Highlights
Custom handcrafted typography for brand recognition
Elegant color palette: black, white, dark gray, and rose pink
Minimalist aesthetic with strong contrast for clarity
Accessible and scalable system for digital and print
Translating the Brand Concept into Experience
In this part of the project, I focused on transforming the brand's conceptual essence into practical user experience elements. I mapped the purchasing journey and decision points to ensure the visual storytelling reinforced VIV's proposal: made-to-order jewelry designed to highlight each person's individuality.
I crafted the product presentation to be clear, emotional, and functional, creating a cohesive narrative that supports the user's decision-making and strengthens perceived value.
Mobile UI Prototype and Visual Hierarchy Testing
The mobile screens were designed with a strong focus on clarity, intuitive navigation, and product emphasis. I refined the visual hierarchy to simplify the user's decision-making process while maintaining the brand's elegant and minimal aesthetic.
I conducted exploratory usability tests with potential users to validate the flow, CTAs, and general understanding of the layout. Based on the feedback, I refined button design, spacing, and microcopy to create a smoother and more efficient experience.
The result is a functional, visually aligned interface built around the user journey and the brand's positioning.
Final UI
Watch the prototype in action showing the complete user journey in the app:
RESULTS
What improved?
The reader experience became more fluid, centralizing multiple functions that were previously scattered across multiple apps.
The clear and inviting interface encouraged engagement and the creation of an active community.
The visual design reinforced the literary theme in a modern and accessible way.
What did you learn?
The importance of simple yet targeted research to validate real user needs.
How to integrate multiple functionalities into a cohesive and intuitive flow.
How to develop a strong visual identity aligned with the product's purpose.
How to unite community + marketplace + content within a user-centered app.
VIVÊNCIA JOIAS OVERVIEW
Context
Vivência Joias (ViV) is an artisanal jewelry brand that celebrates individuality, diversity, and personal expression through made-to-order pieces. The project encompassed complete branding—from logo creation to app prototype—with a strategic focus on building a cohesive digital identity.
Challenge
Create a visual and strategic system that reflects the brand's core values (authenticity, strength, elegance) while building a digital experience that empowers users to explore personalized jewelry with confidence and emotional connection.
My Role
I worked as Creative Director, leading brand strategy, visual identity design, tone of voice development, and mobile app UX/UI design. This project was developed entirely by me.
Brand Pillars — Research and Strategic Direction
Defining the Brand Pillars
At this stage, I conducted audience research and visual benchmarking to identify the core values that should guide VIV's digital identity. Through exploratory interviews and competitor analysis, I defined six central pillars—inspiration, individuality, diversity, strength, courage, and experience.
These pillars informed all UX and UI decisions, ensuring that the visual communication, user experience, and brand narrative remained consistent and aligned with the brand's authenticity.
Inspiration
💎
Individuality
🌈
Diversity
💪
Strength
🦁
Courage
🎨
Experience
PROCESS
Building the Brand Manifesto and Tone of Voice
To enhance the emotional connection between the brand and its audience, I developed a manifesto based on insights gathered during the audience analysis. The text conveys the brand's essence and guides the user experience across all digital touchpoints.
This core message reinforces VIV's value proposition and serves as a foundation for microcopy, interface messaging, and institutional communication.
"VIV transcends the brand concept—it's an invitation to explore your individuality in the most confident and authentic way. Made-to-order jewelry designed to elevate your personality uniquely."
Visual System for Interface Design
Based on the insights collected during research, I defined a color palette that reflects elegance, confidence, and personality—attributes highly valued by the brand's persona (young adult women seeking authenticity and accessible sophistication).
I combined legible interface-friendly typefaces with a custom handcrafted font created specifically for the brand, ensuring uniqueness and recognition.
The entire visual system was designed with UI consistency, accessibility, and future scalability in mind.
Design System Highlights
Custom handcrafted typography for brand recognition
Elegant color palette: black, white, dark gray, and rose pink
Minimalist aesthetic with strong contrast for clarity
Accessible and scalable system for digital and print
Translating the Brand Concept into Experience
In this part of the project, I focused on transforming the brand's conceptual essence into practical user experience elements. I mapped the purchasing journey and decision points to ensure the visual storytelling reinforced VIV's proposal: made-to-order jewelry designed to highlight each person's individuality.
I crafted the product presentation to be clear, emotional, and functional, creating a cohesive narrative that supports the user's decision-making and strengthens perceived value.
Mobile UI Prototype and Visual Hierarchy Testing
The mobile screens were designed with a strong focus on clarity, intuitive navigation, and product emphasis. I refined the visual hierarchy to simplify the user's decision-making process while maintaining the brand's elegant and minimal aesthetic.
I conducted exploratory usability tests with potential users to validate the flow, CTAs, and general understanding of the layout. Based on the feedback, I refined button design, spacing, and microcopy to create a smoother and more efficient experience.
The result is a functional, visually aligned interface built around the user journey and the brand's positioning.
Final UI
Watch the prototype in action showing the complete user journey in the app:
RESULTS
What improved?
The reader experience became more fluid, centralizing multiple functions that were previously scattered across multiple apps.
The clear and inviting interface encouraged engagement and the creation of an active community.
The visual design reinforced the literary theme in a modern and accessible way.
What did you learn?
The importance of simple yet targeted research to validate real user needs.
How to integrate multiple functionalities into a cohesive and intuitive flow.
How to develop a strong visual identity aligned with the product's purpose.
How to unite community + marketplace + content within a user-centered app.