Art Direction & Brand Identity Design for a lab-grown diamonds jewelry brand based in USA.

I’ve been engaged to art direct & design a completely new visual identity for Ormorphia. Transforming raw brilliance of diamonds into wearable works of art. The name symbolises ‘‘morphing diamonds into beauty’’; a seamless fusion of nature’s most exquisite diamonds. Ormorphia conveys timeless sophistication - embodying the essence of beauty in nature & every crafted peace.

Since the whole brand vision is about transformation & natural beauty - I selectively chose a typeface from Shakira Foundry aiming for high contrast in serifs and a timeless, sophisticated look. Afterwards, I adjusted the typeface so the curves match the proportions of the logo - giving Ormorphia a balanced word mark that conveys authority, beauty and a natural look.

Accordingly, my approach to the colour palette was pure instinctive and natural - aiming for a deep grounding colour as the base, followed up by the imagination of a morning fog (white smoke) and a sophisticated ancient marble beige.

Work was done at Praella agency - based in Chicago, USA.