When Carolyn Rafaelian, founder of Alex and Ani, envisioned Metal Alchemist, she sought to blend ancient alchemical traditions with modern design. Collaborating closely with her, we developed a brand identity that reflects this fusion, emphasizing purity, craftsmanship, and purpose.

  • We partnered with Metal Alchemist to build a brand where modern craftsmanship meets ancient symbolism. Our scope included designing the logo, setting the visual direction, conceptualizing and producing the launch campaign, packaging, and debut jewelry line. Drawing from the founder’s deep connection to cultural heritage and spiritual transformation, we created a brand narrative rooted in elemental power and artistic purity. Each design choice—from the tactile, ritual-like unboxing experience to the campaign’s bold visual storytelling—was crafted to reflect the brand’s revolutionary approach to metal and meaning.

TEAM
Patrick Hodges | Creative Director
Janet Planet | Strategy
Carrie Marianni | Producer

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PHOTOGRAPHER
Chase Hassen