VISUAL IDENTITY
A series of mixed-media collages tell the story of the most iconic pieces for luxury lifestyle brand Lucy Folk
Lucy Folk is an Australian lifestyle brand inspired by travel, art and design. The luxury pieces - jewels, eyewear, accessories and apparel - are interpretations of objects or experiences that have significance for Lucy, who is both the founder, and a goldsmith by trade.
I worked with the team to develop a visual style for their new origins series, Folklore. It was important to me that I create something that felt as unconventional and creative as the products themselves. I got to work with my hands, and designed a series of mixed media collages that help to tell the stories behind their most iconic pieces of jewellery.
LUCY FOLK: ORIGINS
The first release of Lucy Folk’s Origin series ‘Folklore’ includes five stories - Anchovy (pictured above and to the left), Medina, Chromatopia, Tete-A-Tete and Dough. For each, I developed one hero collage which was the most complex visual for each, and then I developed a set of simpler supporting images for use on both web and social.
THE CREATIVE PROCESS
For each story, I collected a set of found imagery that evoked the heart of the piece to use as my foundation. I printed and hand cut the pieces, painting and drawing directly onto them with a range of media including acrylic paint, pastel, pencil and ink (and in one case, using a crystal to cast refracted light). I also physically created and then photographed several of the collages. I brought all the hand crafted pieces back online to arrange the final composition and digitally manipulate some components.
