Our client, an emerging jewelry startup with a deeply artistic vision, approached us with the goal of creating a brand that felt more like a story than a store. Aether Dust sought to build more than just a collection — they wanted a digital presence that captured the emotional weight of handcrafted jewelry and transformed it into a slow, sensory experience online. Their mission was clear: to offer sculptural, story-driven pieces that connect wearers to memory, mood, and meaning — all through a brand that whispers rather than shouts.
( In Progress )
Role:
Developer
Industry:
Fashion
Challenges
While the design vision for Aether Dust was crystal clear, the brand faced early-stage challenges:
No visual identity to reflect the poetic soul of the pieces
Lack of cohesive product photography & digital-ready mockups
No website or digital presence to guide discovery or storytelling
Struggled to articulate the emotional value of the pieces — they’re not fast fashion, but slow intention
They needed a brand universe — not just a logo and shop.
My Approach
Our goal at Atomic Minds was to create a digital experience as ethereal and grounded as the jewelry itself. Here’s how we shaped the foundation:
1. Visual Identity Design
Designed a logo with abstract constellations + serif typography
Created a muted palette of cosmic black, pearl white, and gold dust
Set the tone: “Modern mystic meets timeless craft”
2. Product Photography & Art Direction
Directed a shoot using soft lighting, skin texture, and velvet backdrops
Captured close-ups of raw finishes, fingerprints, natural bends
Focused on mood > perfection — shadow play, glints, hand motion
3. Website Planning (In Progress)
Designed a scrollable story-driven layout:
“Aether Dust is not worn. It’s remembered.”Shop-by-symbol filters (e.g., Root, Fire, Memory, Quiet)
Emphasis on slow scroll, soft hover states, and editorial-style product pages
4. Narrative Positioning & Copy
Wrote poetic product names like: Sleepwalker, Echo Signet, Lune Dust
Created a brand voice that feels handwritten, whispered, reverent
Core message: “Jewelry made for presence, not performance.”
Results
Fully developed brand tone and messaging system
Product photography that finally feels like the pieces
A compelling visual prototype for the future e-commerce site
Clearer customer connection: “It feels like me, not a trend.”
Packaging mockups that reflect the softness and intention of the brand
Future Plans
Complete the Shopify site with editorial sections and a “Journal” for storytelling
Launch a small-batch drop strategy (only 20–50 pieces per design)
Collaborate with ceramicists and scent artists for sensory bundles
Build a community of stylists, writers, and creators who connect with Aether Dust's emotion-driven design
Explore a brand video or animated launch reel with poetic narration and tactile motion
Conclusion
Through strategic planning, refined creative direction, and emotionally resonant design, we helped bring Aether Dust’s vision to life. This project reflects our ability to translate abstract brand emotion into a digital experience that feels as personal and timeless as the pieces themselves.
From poetic storytelling to tactile visuals, our work with Aether Dust reinforces our commitment to building brands that not only sell — but stay with people long after the scroll ends.
