The New PurpleMay 2025
PurpleMay is a Melbourne-based fine jewellery brand known for its delicate craftsmanship, contemporary elegance, and commitment to celebrating individuality. Positioned at the intersection of modern luxury and timeless tradition, the brand continues to grow its presence both locally and internationally.
As the Brand Visual Designer, my role has been to strengthen and evolve PurpleMay’s visual identity across all platforms. I led the rebranding project, developing a refreshed brand system that emphasises feminine strength and modern sophistication. My work covered the creation of both MI (Mind Identity) and BI (Brand Identity), ensuring consistency from digital platforms to printed materials. I rebuilt and optimised the company’s official website, designed the 2025 lookbook, and produced daily photography and marketing visuals that highlight the brilliance of the jewellery.
My ongoing goal is to ensure PurpleMay’s design language remains distinctive, relevant, and resonant with its target audience. This means not only maintaining visual consistency, but also continuously aligning creative direction with the brand’s long-term positioning and storytelling. Through this, I aim to help PurpleMay strengthen its brand equity, elevate customer experience, and establish a lasting legacy within the fine jewellery market.
for viewing website please move to https://www.purplemay.com.au/
Re-branded
2025 PurpleMay
“At the heart of PurpleMay lies the tension between eternity and ephemerality — just as diamonds are shaped by the passage of time, yet it is human will that unveils their brilliance. They carry the past, illuminate the present, and guide the possibilities of the future.”
When I first joined PurpleMay as its brand custodian, I was not simply thinking about design or aesthetics. I found myself drawn to a deeper question — Who are the women we serve? What are they quietly enduring at work? What emotional weight do they carry in their personal lives? What does it mean, today, to be unmarried in one’s thirties — and not by choice, but by the shape life has taken?
These reflections didn’t begin here. For years — through books, articles, news stories, and real conversations — I’ve been listening to women. And not just others. My own experiences, too, have stirred an ongoing awareness: that we are surrounded by silent struggles, and that “female growth” deserves far more attention than it often receives.
A brand can be a powerful medium. It speaks not only through what it sells, but through what it chooses to express. And I’m grateful that PurpleMay has given me the space to do just that — to transform jewellery into quiet companions of personal meaning, and to weave real stories of women into our visual and verbal identity.
This is more than strategy. It’s a continuation of a path I began years ago in China, where I first engaged in creative work centered around female growth and emotional awareness. That work shaped me — and today, I carry it with me, still learning, still questioning, and now embedding it into a brand that dares to evolve beyond luxury.
At PurpleMay, our ongoing brand transformation isn’t about louder campaigns or trendier looks. It is about depth. About asking better questions. About using design not to define a woman, but to reflect her — gently, truthfully, and with great respect
VISUAL IDENTITY
