Brand identity, logo design, and e-commerce website design for the custom jewelry king of Reno’s Midtown corridor.
When designing for any one-woman or one-man brand, the first question to ask is whether the brand should be an extension of the founder itself. In the case of D Street Designs and its founder, Doug Moore, the answer was an obvious one.
Doug, among a slew of other interesting aspects of his character, is known for his personal style, and his brand of handmade jewelry embodies these same sensibilities. In the early stages of brand development, it became evident that the jewelry Doug creates is also made with the intent of becoming an extension of the wearer’s true style.
The logo is derived from the abbreviation of Street and people’s natural inclination to shorten D Street’s full name to simply “DST”. The entire concept behind the brand refresh is an exercise in standing out by simplifying.
Where the logo itself is stripped down, the continuing visual identity adds plenty of flair. “Create Love”, the brand’s essence, is done in a swooping, hand-lettered brush stroke and the gold star is used just like a glowing stamp of approval, inspired by founder Doug Moore’s years as a public school teacher.
The monochrome color palette is a purposeful choice that lets D Street’s jewelry be the figurative (and literal) star of the show. Striking photography fills white and black space throughout the clean, minimalist website design. The site’s stripped-down design eliminates unnecessary fluff and maximizes the shopping experience.
If you’re in the market for a unique, handmade gift for some with serious style, or you’re just looking to up your look, you can’t do any better than a quality D Street piece. Head to the site to shop of D Street’s Core Collection, the always-in-stock classics from Doug himself.