Brand / Penny Preville
Penny Preville
A full-suite brand refresh for a perennial fine jewelry house, from positioning to photography to a redesigned site.
Role
Brand & Project Manager, RIISE Studio
Timeline
2022 to 2023
Partners
Founder, Sales Director, designers and engineers
Scope
Brand, photography, site, JCK. pennypreville.com ↗
01
At a glance
200+
e-commerce SKUs streamlined
5
shoot types, editorial to e-commerce stills
4
screen sizes designed, mobile to wide
One brand, carried consistently across web, copy, ads, email and physical spaces.
02
Approach
Rebuild the brand from the inside out: strategy first, then every touchpoint that carries it.
Brand frameworkWrote the narrative, positioning, mission, values and tone of voice.
PhotographyProduced editorial, lifestyle, bespoke and e-commerce shoots.
Site redesignProject managed designers and engineers from sitemap to dev handoff.
WorkflowBuilt a retouching and web optimization workflow for the catalog.
PartnershipWorked directly with the Founder and Sales Director on creative, PR and tradeshows.
03
The work
Editorial
Photography: Joel Stans, Michelle Monique, Angelo Sgambati.
E-commerce stills
Bespoke product and brand system
04
Process
Site design, launch plan and content calendar
The site, in four screen sizes
01Sitemap and homepage
02Navigation and search
03Product listing and detail pages
04Appointments, account and FAQ
Planning
A sitemap and a launch plan kept designers, engineers and the team aligned, with a shared calendar for shoots and marketing.
