The challenge was to connect its emotional and handcrafted proposal with a broader audience without losing authenticity or purpose, and to ensure that this connection translated into commercial growth.

We developed an authentic and sophisticated tone of voice aligned with the brand’s core values. We refined the central message to convey connection, purpose, and understated elegance. From there, we built a cohesive creative direction that visually and emotionally translates the essence of Karina Heredia, strengthening her positioning as a jewelry brand with meaning.