Case Study
Client: The Online Jewellery Company (TOJC) / Paddington Jeweller
Industry: Jewellery / Retail / eCommerce
Role: Senior Graphic Designer & Brand Art Director
Deliverables: Brand identity, eCommerce design, digital advertising, retail branding, photography direction, packaging, and in-store marketing
The Challange
The Online Jewellery Company (OJCO) began as an eCommerce jewellery brand offering elegant, modern, and affordable pieces.
The challenge was to create a refined digital identity that communicated quality and emotion while ensuring a seamless customer experience online.
After several years of online success, the brand opened its first physical store in Paddington, Sydney.
At that stage, I took a leading role in the rebranding and design evolution, helping transition the identity from a purely digital brand into a local, boutique experience known as Paddington Jeweller — while maintaining the OJCO name for the website (ojco.com.au).
The Process
I collaborated closely with the founders on both digital and physical branding to ensure consistency and storytelling across every touchpoint.
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My role included:
- Designing cohesive eCommerce layouts and campaign visuals for the online store (ojco.com.au)
- Creating email marketing, social media templates, and digital ads to drive engagement and sales
- Developing photography direction and product retouching guidelines to highlight craftsmanship and elegance
- Leading the rebranding process for the Paddington Jeweller store, including signage, packaging, and print collateral
- Designing in-store visuals and promotional materials that extended the digital brand identity into a tactile retail experience
The creative direction focused on refined minimalism, warm tones, and clean typography — blending the feeling of online sophistication with the intimacy of a local jeweller.
The Outcome
We developed a new marketing plan for the brand’s online presence, including the web platform, the social media channels and the newsletters. The newsletters had a 60% increase in clicks, and most of which represented new sales and an increased client base. We improved the presence of the brand on social media, achieving more followers on Instagram and Facebook and converting the adds on these platforms in sales.
✉️ Email Marketing Redesign (EDMs)
Throughout the evolution of the brand, we transformed the email marketing strategy three times — aligning design and tone with each new stage of the company’s identity.
The original EDMs were long, text-heavy, and included the full website menu at the top, which distracted readers from the featured products. We began by redesigning the newsletters with a cleaner layout, focusing on visual storytelling and key promotions instead of large text blocks.
When the brand evolved into The Online Jewellery Company’s new look, the EDMs adopted the updated logo, typography, and color palette — offering a more cohesive and elegant visual experience.
Finally, with the transition to Paddington Jeweller, we refined the style even further: shorter copy, sophisticated imagery, and minimalist design that reflected the new boutique identity. Each version improved engagement and conversion rates, turning the EDMs into an essential sales and branding tool.
💎Brand Evolution – From OJCO to Paddington Jeweller
The brand underwent three key transformations to align with its growth — from a national online retailer to a refined local boutique experience.
We started with The Online Jewellery Company logo — a classic typographic mark that communicated trust and accessibility for the eCommerce market. As the brand grew, it evolved into the shorter, modern OJCO abbreviation. This version represented a more confident, design-focused direction while maintaining recognition among existing customers.
When the physical store opened in Paddington, we reimagined the identity entirely. The new Paddington Jeweller logo introduced an elegant shell icon — a symbol of natural beauty, timelessness, and connection to the coastal heritage of Sydney. The refined typography and subtle iconography elevated the brand into a boutique aesthetic while keeping a link to its digital roots through the website ojco.com.au.
This progression reflects a journey of refinement — from digital beginnings to a personalized luxury experience, supported by a cohesive, evolving visual language.
TECHNICAL SKILLS
Illustrator
Photoshop
COPYRIGHT
The Online Jewellery Company
Sydney (Australia)
Skills Used
“She is very diligent and talented and the calibre of her work was very high, both creatively and technically. Cristina displayed an excellent understanding of her chosen discipline and made a significant contribution to our marketing campaigns from concept through to execution on email, on social and within the store. Cristina had a high regard for the overall success of our business and was always willing to contribute in areas that were not within her job description, from stock selection, housekeeping and on the floor sales. In addition, Cristina was always willing to do urgent work even out of normal business hours. I would not hesitate to re-employ Cristina should the opportunity arise. I wish her great success in her future endeavours.”
