ASTRID & MIYU.
Overview
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In response to the second year brief "Creating Content to Tell Brand Stories," I developed a brand content platform and activation for Astrid & Miyu, a jewellery brand internationally celebrated for championing diversity, empowerment, and innovation. Founded by Connie Nam in 2012, Astrid & Miyu has grown into much more than a jewellery brand - becoming a leader in creating positive change within the industry.
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Inspired by the brand’s aesthetic of minimalism and neutral tones that allow their designs to shine, I sought to build upon this visual identity while introducing an exciting and culturally resonant concept: a Valentine's Day pop-up experience.​
The interactive pop-up was designed not only to showcase the new Valentine’s collection but also to strengthen Astrid & Miyu’s emotional connection with consumers - positioning the space as a welcoming, empowering environment for all, rather than a traditional retail setting. Sustainability, diversity, and community empowerment were placed at the heart of the event strategy.
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To deepen the brand’s charitable commitments, I partnered the project with The Baytree Centre, a London-based charity supporting women and girls. This collaboration ensures the event not only drives commercial engagement but also delivers meaningful social impact - aligning with Astrid & Miyu’s established values.​
Alongside the event proposal, I created original editorial content to promote the launch, aiming to capture the brand's ethos while adding a dynamic, interactive element to their branding and storytelling. My project demonstrates how brands can meaningfully connect with consumer identities through emotional storytelling, cultural relevance, and immersive brand experiences, and I received a 2:1 for this module.
My Creative Approach
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Extensive brand and consumer research shaped the foundation of this project. I explored Astrid & Miyu’s positioning as an empowering, inclusive jewellery brand, known for their neutral, minimalistic store design and accessible product offering. I analysed their existing retail spaces and campaigns, noting the focus on neutral tones, soft textures, and an emphasis on jewellery stacking trends inspired by London culture.
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Consumer research included social media analysis, particularly reviewing user-generated content and tagged posts on Instagram. I found that their typical demographic is young women aged 18- 35, often based in urban areas like London and involved in fashion, media, or digital spaces. Influencers such as Sydney Crouch prominently feature the brand, confirming its alignment with a digitally-savvy audience.
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This insight led me to propose an immersive Valentine's Day pop-up located in Covent Garden, a hub for both locals and international visitors. I incorporated the brand’s sustainability values by partnering the event with The Baytree Centre, reflected visually through the charity donation box mockup created for the activation. Overall, my research ensured every creative decision - from the giant Astrid & Miyu bag exterior to the pop-up’s neutral and pink interior design - was informed by the brand’s core DNA and consumer mindset
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Through this research phase, I developed a deeper understanding of how consumer insights, brand values, and aesthetic decisions must align to create truly authentic brand storytelling. It strengthened my ability to apply strategic research creatively while maintaining sensitivity to brand voice and consumer expectations.
Outcomes
The marketing strategy was built around creating excitement and driving footfall for the Valentine’s Day pop-up in Covent Garden, while reinforcing Astrid & Miyu’s brand values of empowerment, inclusivity, and community. The goal was not just to promote a new jewellery collection, but to invite consumers into a memorable, emotional brand experience.
I designed promotional materials specifically for the event, including an in-store poster campaign and digital assets for Instagram Stories and feeds. These reflected the event’s visual identity - neutral and pink tones, minimalist typography, and soft, empowering messaging aligned with Astrid & Miyu’s existing brand image.The event was positioned as a celebration of all forms of love, creating a narrative that consumers could personally connect with.
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A partnership with The Baytree Centre was also integrated into the promotional strategy, reinforcing the brand’s social impact and encouraging visitors to donate old or unused jewellery, reflected in the charity donation box design featured in-store.
This project allowed me to refine my photography direction skills, balancing brand consistency with creative campaign needs. I learned the importance of subtle thematic storytelling within brand photography, ensuring that seasonal campaigns can still feel timeless and authentic to the brand.
Skills:
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Grade
Achieved:
2:1
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