When it came time to the Caitlyn Minimalist rebrand, we knew one thing for sure — our branding and messaging needed to make one thing very clear: you and your story are at the heart of everything we do.
From the logo to the font choice to the prints, Caitlyn Minimalist stands for high-quality, accessible, relatable pieces that tell a story. Let’s start with our messaging.
Creating jewelry has forever been a passion of mine. I got my start in the industry by creating high end jewelry but things shifted when I went away for college. I took a letter that my grandfather had written and designed a necklace as an exact replica of his handwriting. The necklace was beautiful and something I could wear everyday while providing some me some comfort knowing he was nearby. The amount of attention the piece received from my friends and family was astonishing. Everyone had starting inquiring about having a special piece of jewelry created that was personal to them, except my friends were all college students and couldn't afford expensive jewelry.
It was then that I realized where I wanted to shift my attention: creating sentimental jewelry at affordable prices. I felt a calling to create a brand that could replicate the amount of joy and comfort that my friends and I felt with our pieces. I also wanted people to celebrate their loved ones and the life they share together through something timeless like jewelry. This is how the Caitlyn Minimalist journey began.
The understanding that our jewelry is more than accessory — it’s an ode to the life you live and the moments, memories and people that make your life your life — needed to be enriched throughout the branding process and be felt in our visual aesthetics.
About The Design
We really wanted to celebrate this new chapter of our business by elevating Caitlyn Minimalist with a more refined look and elegant branding, while still honoring the original branding that got us to where we are today. Working with Studio Antheia, we created a beautiful and simplistic word-mark that is both modern and approachable.
We wanted to make sure it truly resonated with our audience, so our branding was crafted to beautifully convey the accessible and warm nature we want our clients to leave with whenever they interact with us.
Our CM Mark
Here at Caitlyn Minimalist, we do everything with heart. We love waking up every day knowing that we can provide our clients with beautiful jewelry that makes them feel confident and tell their stories. Heart is important here and we wanted to reflect that in our new branding. Our updated brand mark takes the “C” and “M” from our business name and the shape of a ring and incorporates them all into a geometric heart that feels similar to the one our audience has already come to know and love. Our goal was to create a mark that felt more refined and was infused with subtle meaning. Mimicking the dainty and minimal feel of our jewelry.
We hope you are just excited about this new chapter of our business as we are!
Kate and The Team at Caitlyn Minimalist