Verve Jewelry

The Ask

To use our first 15 weeks at the Brandcenter creating a side hustle. This could be a product, service, or a creative project, as long as it had a purpose. We were to build a brand from scratch, document every part, and deliver a presentation at the end of it.

My Work

Cross-Functional Team Leadership, Brand Development, Strategic Research, Project Management and Delivery

The Team

Sara Cole (Experience Designer), Kathleen Firment (Strategist), Eliza Fry (Art Director), Diana DeGroot (Copywriter), and Me (Creative Brand Manager)!

How Verve was born...

When my group sat down to come up with a side hustle, we decided to start with what we all had in common. We mind mapped and did team building activities, and came up with two big commonalities. We all wanted to help people, and we enjoyed crafts. It was only when Eliza mentioned she loved designing and printing cards that we spiraled into other crafts we loved now and as kids. We shared the common experience of making friendship bracelets, whether it was at camp or in school, and decided to run with it. We decided that each person would have their own line of colors with a symbol, meaning something different to the person who buys it. We found studies that said participating in arts and crafts evokes joy, boosts mental health, and can improve brain function for a longer life. And thus, Verve was born.

Who is Verve?

Verve is a handmade beaded bracelet company that is designed to uplift others and encourage conversations about mental health in the greater Richmond community.

Each bespoke bracelet features a card with uplifting messages to encourage the consumer and those they care about. 100% of our profits are proudly donated to Mental Health Virginia.

Our goal was to raise $500 for Mental Health Virginia... and we did just that.

From Mental Health Virginia's Website:

Founded in 1937, Mental Health Virginia (MHV) is the oldest mental health advocacy organization in Virginia. Our advocacy and direct services are based on empowering individuals seeking wellness.

The $500 donated to Mental Health Virginia sends a crime trauma survivor to a 2-day recovery and resilience training.

We were able to donate $526 to MHV on December 9th.

In this project, I led a cross-functional team of a strategist, copywriter, art director, and experience designer to develop a cohesive and impactful brand experience. I conducted in-depth strategic research to uncover key insights that informed our approach, shaping the foundation of the brand development. Collaborating closely with the team, I ensured alignment between strategy, visual identity, and messaging, crafting a compelling narrative that resonated with our audience. I kept track of our budget throughout the semester and tracked our revenue and profits. I made sure our team stayed consistent on the amount of bracelets being made per week to keep up with our budget while keeping everyone on track of our weekly work schedule. From initial concept to final delivery, I guided the storytelling process, ensuring clarity, consistency, and engagement across all touchpoints. The result was a well-executed, strategically grounded brand that met both project objectives and team goals. Being able to donate over $500 to MHV was an amazing feeling.