Eva fu
BRAND director
eva.fuchang@gmail.com
New York
RESEARCH BASED
BRANDING
Identity · Concept · Strategy
Imagery · Logo · Packaging · Web · Language
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IMAGE IN SEQUENCE
Fashion jewellery by Tess Sholom, part of The Met and Smithsonian collections, once accessorized the runways of Karl Lagerfeld, Oscar de la Renta, and James Galanos. In anticipation of her new 22k gold designs, a visual narrative was developed through close study of her earlier work. New imagery was designed to stand alongside museum-quality archives. Among the results, the Eve Necklace comes alive in pearls and gold, centered by a brilliant diamond serpent— an ancient symbol of transformation and growth. / A particular femininity was brought to life in a shoot, the most expansive the brand had ever undertaken, through art direction, curation, styling, and post production that explored the full potential of cross-collection assemblages. The campaign was developed in collaboration with New York based designer-jewelry boutique Muse x Muse. The production was later adapted for partnerships with Bergdorf Goodman, Saks Fifth Avenue, and Moda Operandi. / A three dimensional study in a classic motif: the flower. Each petal rendered with sculptural precision, clusters in a moment of luminous bloom. Designed by Maria Canale, whom, for 25 years, brands like Tiffany's, Mikimoto and Harry Winston have relied on to design for the way we live today. The Aster Collection stands as her signature expression. The namesake brand, housed in an atelier on Madison Avenue and 63rd Street in New York, was the focus of a comprehensive branding project from 2016 to 2021, attuned throughout to the nuances of the designer's identity. / Louis Reed is a contemporary fine art gallery producing four exhibitions annually, alongside off-site shows and art fair presentations. A branding revamp restructured their visual and editorial systems across web, social, and email, that created a calibrated sense of desirability without compromising the distinction between art and commodity. Further art direction was provided across exhibition documentation, installation, lighting, spatial context, and media outreach. / Diamond studies, New York.