Linzie Smith is an upcoming Australian luxury brand, designing made-to-order pieces and seasonal capsule collections with recycled metals and ethically sourced gemstones. Transparency and low impact for every step of the process is integral to the business. Linzie seeks to bring symbolic, generational heirlooms back into the market where fast fashion is running rampant.

As Linzie’s vision was already rich in poetic narrative, it was a real delight to translate her dream to visuals. We began by weaving a story of treasures lost in the earth, seasons passing by, and rediscovery centuries later. Delving into the history of gemstones in Australia, as well as the beautiful jewels Linzie is planning to work with, the brand orbits around four treasures—gold, garnet, sapphire, and emerald—which reflect the shifting colours of the four seasons. The facets of each treasure create a colourscape which enables the brand to constantly morph with the seasons.

To exude the timeless quality of heirlooms, the brand makes subtle references to the passing of time and archaeology. We designed four ‘ink stamp’ motifs as well as an original type for the logo, which is inspired by gemstone cuts. The creative direction draws on the dark museum spaces displaying ancient relics—a quiet, considered, and decidedly unordinary manner.