Etkie

Etkie produces and sells luxury jewelry handmade by Native American women. It’s core mission is to showcase the rich cultural heritage of Indigenous people to the world and create meaningful jobs for women living on the Navajo Nation.

After much research on who Etkie is and represents, the brand solution is high-end, iconic, abstract and precise. It is a representation of the contemporary aesthetic of Etkie designs and Etkie’s unique connection with Santa Fe and the artisans behind the project. The design is intended to scale to various applications from jewelry design, to packaging, to social media.

The Etkie logo is a reference to a Native American Symbol of Life, “Man in The Maze”, an abstraction of a story about life’s complex journey with a dream or goal at the center.

Credits

I art directed, designed, and produced the brand identity with production assistance and creative guidance from the team at verynice. Photography by Etkie.