Creative direction, brand strategy, and 360° branding for Buttercup Studio — an independent jewellery brand based in Toronto.

As the founder and creative director, I oversee the brand’s vision from start to finish, shaping everything from concept and visual identity to packaging, campaigns, website design and digital presence. I lead all design and content in-house, including art direction, photography, video editing, social content, and customer experience, building a brand that feels personal, inclusive, and visually cohesive, with a focus on creating an emotionally resonant, community-driven brand.

Key initiatives include the design and management of a Shopify e-commerce platform built to leave a lasting impression, along with ongoing content creation for email marketing and social campaigns. Brand campaigns are either produced or creatively overseen from concept through execution, ensuring a consistent voice and strong visual impact across channels. Trend-informed TikTok and Instagram Reels, alongside on-brand social graphics, are developed regularly to engage new audiences and deepen community connection.

This ongoing, fully independent project reflects an end-to-end approach to branding, uniting digital presence, storytelling, and design across all customer touchpoints.

Services Provided: Creative Direction | Brand Strategy | Web Design | Visual Identity | Packaging | Copywriting | Campaign Production | Art Direction | Photography | Marketing | Social Media Graphics and Content Design | UGC | Content Creation | Printed Assets | Web Design

Ongoing | 2021–Present