SWAROVSKI X UZO NJOKU

 

Role: Art Director | Brand Designer

Swarovski is a renowned Austrian company that specializes in the production of luxury jewelry, accessories and decorative items. Founded in 1895, Swarovski is known for its precision-cut crystals that are highly prized for their brilliance and quality. Swarovski has established a global presence and has become synonymous with elegance and craftsmanship in the luxury goods industry.

Tools Used: Adobe Photoshop | Adobe InDesign

 
 

In this project, I created a unique fusion of Swarovski’s elegant jewelry and Nigerian painter Uzo Njoku’s expressive artistry. By combining these two distinct artistic styles, my objective was to develop branding that would captivate viewers and evoke a sense of beauty and cultural richness.

“Where Extra Meets Elegance” is a series of advertisements that started a visual narrative for a cross-disciplinary collaboration in art and marketing design. The synergy between Swarovski's refined jewelry and Njoku's paintings became the focal point of this narrative.

 
 
 

My creative process involved carefully selecting and masking the original models from Swarovski ads using Adobe Photoshop. With removing the models from their original context, I created a blank canvas to frame the jewelry around Uzo Njoku’s painted subjects. This required a meticulous approach to ensure that the jewelry seamlessly integrated with the portraits to complement the overall composition.

The end result, encapsulated in the series "Where Extra Meets Elegance," is more than an advertisement—it is a visual exploration of the possibilities that emerge when creativity knows no bounds and when the collaboration of two distinct artistic worlds gives rise to a tapestry of unparalleled sophistication and allure.

 
 
 
 
 

A collaboration between Swarovski and Uzo Njoku presented an opportunity to develop a comprehensive branding experience.
I embarked on creating consistent visual language that would extend beyond the initial advertisements. This involved developing a typeface and layout system, designing collateral materials and a digital presence. The website, social media platforms, and digital campaigns were all strategically aligned with the established visual language, creating a seamless and engaging digital journey for users.

 
 

To establish a cohesive brand identity, I delved into Swarovski’s existing brand elements while incorporating Njoku’s artistic style. By harmoniously blending Swarovski’s refined, bold typeface with handcrafted lettering inspired by Njoku’s brushwork, I created a sophisticated typographic system. This typographic system became an integral part of the collaborative narrative, ensuring that every piece of communication, from promotional materials to digital platforms, echoed the essence of the partnership. The contrast of a calligraphic typeface with Swarovski’s serif typeface created a visual rhythm that harmonized tradition with contemporary elegance. The calligraphic elements, inspired by Njoku's brushwork, infused a sense of fluidity and handcrafted artistry, while Swarovski's timeless serif typeface maintained the grounding presence of the brand.

 
 
 
 
 

In addition to advertisements, I expanded the collaboration’s visual language to materials, including designing a limited edition puzzle and an iPhone case for online marketing.

The combination of Swarovski’s luxury jewelry and Njoku’s painted portraits became a recurring motif, evoking a sense of enchantment and cultural storytelling throughout all touchpoints. The website became a digital gallery, bringing the fusion of the jewelry and paintings to a global audience.