North American Jewelers saw an opportunity to create a new brand of products to serve their market. Our team at Grip, was tasked to name, design, and brand a new line of business that would serve higher-end clientele. 

We created poetic brand language to romance small independent jewelry shops across North America and help sell product. The new line and marketing material was a success: the client sold this business to a competitor just one month after our brand launch.

I led the project from start to finish, created design briefs, sourced photographers and retoucher, managed the client, contracts, and billing.


Brand Strategy, Workshop Facilitator





Six months

The business of fashion.


All Projects

© 2022 by Lonnie Tapia

I'm currently located on the traditional lands of the Nambé O-Ween-Gé, Tetsuge Owingeh Jicarilla Apache, Bodéwadmiakiwen (Potawatomi), and Kiikaapoi (Kickapoo) peoples. I acknowledge with gratitude the Traditional Custodians of this land and pay my respects to their Elders, past and present.