Brand: Flexie by iDD

Problem: Flexie, a $10M+ brand, needed a visual identity that could hold its own next to modern fine-jewelry competitors.

Idea: “Jewelry that moves with you.” Luxury enough for fine jewelry retailers, easy enough for everyday wear, with each season pushing the look from clean and quiet to bold and editorial.

What I did: Led the Flexie rebrand across three years of campaign production. Managed talent and vendor sourcing, shoot logistics and budget, and delivered assets into in-store displays, retailer lookbooks, digital ads and trade publications.

Results: Expanded into multiple luxury jewelry retailers nationally and became one of iDD’s most recognized and widely distributed collections.