Over the course of 3 projects, I experimented with the development of a jewelry brand called Whim. Starting with my personal identity campaign, I explored a visual language in the form of 3 promotional posters that represented some core attributes of myself. This was the starting point for project 2, the brand development, where I took the posters from my personal identity campaign and turned them into an outward facing brand. I chose to turn the whimsical and celestial motifs from my posters into a jewelry brand that championed “wearing your whimsy” called Whim. This phase included coming up with a series of brand artifacts that synthesized the verbal and visual explorations. Finally in project 3, the brand pivot, we had to Re-align our brand to resonate with a different audience, demographic, or historical moment. I chose to switch the brand focus from jewelry to DIY beading kits to foster more creativity, allow for a way to build community and togetherness, and give back so as many people can experience Whim’s message as possible.