Experience / freelancePAVOI
PAVOI is a multi-category consumer brand spanning jewelry and activewear, with a strong digital-first presence and a focus on accessible, design-driven products. Through its core jewelry business and the expansion of PAVOI Active, the brand continues to grow its footprint across lifestyle and performance categories, serving a broad audience through a highly optimized e-commerce ecosystem.
Notable Projects
Website Redesign
I led the redesign of the PAVOI website, translating the refreshed brand identity into a modern, cohesive digital experience. The work involved exploring alternative layouts for product discovery, feature callouts, and content organization while refining the site's typography, color system, and visual hierarchy.
The result was a more elevated and intuitive e-commerce experience that showcased the brand more effectively, improved product storytelling, and established a stronger foundation for future growth. Beyond driving product discovery, the redesign introduced a more community-focused and educational experience, incorporating dedicated spaces to highlight brand values, product benefits, sustainability initiatives, and informative content that helped customers better understand both the products and the company behind them.
Brand Update
Tasked with evolving PAVOI's visual identity, I led a strategic brand refresh focused on modernizing the customer-facing experience while maintaining the brand's established market recognition. The work included evaluating and refining the typography system, simplifying and elevating the color palette, and redefining layout frameworks to create a more intentional and sophisticated visual language.
The resulting design direction introduced greater consistency, flexibility, and visual clarity across channels, positioning the brand for continued growth while creating a stronger foundation for future creative development.
‘How To’ Series
I created a scalable educational content series designed to simplify product usage across social and e-commerce channels. Featured on both social media and Amazon product carousels, the series addressed common customer questions through concise visual tutorials covering topics such as resizing bangles, adjusting fit, and opening or securing jewelry pieces.
To ensure clarity and consistency, I developed a custom illustration system and hand-drew each instructional element, distilling complex actions into three intuitive steps. The resulting content balanced brand aesthetics with functional communication, transforming product education into an engaging and highly digestible customer experience.
Additional Work
