Machinations Jewelry
Brand Identity, E-Commerce Design, and Ritual-Driven Content
Context
Machinations is a handcrafted jewelry brand forged from metal, myth, and meaning. Inspired by the occult, esoteric symbolism, and ancient craftsmanship, the brand needed a visual identity and digital presence that could hold the same weight as its pieces—dark, deliberate, and defiant.
Approach
I developed the full identity, shot all photography, designed and built the Shopify site, and crafted launch-ready assets for social and email. The visual system leans into sacred geometry, high-contrast textures, and raw elegance—built to resonate with a niche audience drawn to ritual, rebellion, and craftsmanship.
Additionally, I implemented a ChatGPT system trained on customer behavior vectors, segmentation data, and competitor brand tones to streamline customer response, product storytelling, and monthly social content calendars. This system supports content creation across Instagram, TikTok, and email—amplifying engagement and reducing manual workload.
Challenge
Create a brand system that channels the energy of ritual and rebellion. The goal was to evoke mysticism without cliché, balancing old-world metalwork with subcultural relevance. Every touchpoint—logo, site, social, packaging—had to feel like an artifact in itself.
Execution
Designed for ritual. Made for outsiders.
Machinations isn’t just a brand—it’s a practice. Every piece begins as a hand-carved wax form and carries layers of symbolic meaning. I translated that ethos into an identity system that feels both intentional and arcane.
The wordmark combines stark serif lettering with subtle distortion—evoking engraved seals, ceremonial texts, and forbidden books. Visual assets are heavy with shadow and tactile light, shot primarily in natural settings to emphasize the alchemical nature of the work.
Logo & Identity:
A monolithic serif logo paired with a symbolic monogram system. The identity comes in two versions—a hand-drawn signature by the creator, and a refined typographic solution. The type was modified to evoke ancient script, ironwork, and the weight of hidden knowledge.
Social & Visual Assets:
All photography and video content was created in-house to reflect the brand’s intimate scale and unique aesthetic. Influenced by gothic romanticism, Victorian mourning rituals, punk minimalism, and classical painters like Caravaggio and Rembrandt, each piece is captured in low or evening natural light to feel like a ritual in itself. The goal: raw, real, and easy to replicate quickly as new pieces are made.
Short-form maker videos highlight the carving, casting, and finishing processes, reinforcing the brand’s handcrafted, one-woman ethos and limited-edition nature.
Website
Built a Shopify site designed to function like a digital grimoire—dark, cinematic, and highly intuitive. Features include ritual-inspired collection pages, editorial storytelling, and easy backend management for product drops
Machinations has built a loyal niche following through slow, intentional content and limited-edition drops. The Shopify store sees strong conversion and repeat purchases, with products often selling out quickly.
The integrated AI system has improved response time and content output, enabling smarter planning and richer storytelling across platforms.
The brand now lives as more than a storefront—it’s a ritual space, a digital altar, and a living narrative.
Services
Creative Direction –– Visual Identity –– Logo Design –– Shopify Development –– Product & Lifestyle Photography –– Content Strategy –– Email & Social Templates –– AI Workflow Integration