Fortune and Frame is a jewelry company centered on meaningful messages that define personal journeys. I was responsible for re-designing the blog section of the website and developing a new visual identity. Blog posts were organized into categories such as Why I Wear, Moments and Moods, and Tips and Guides. To establish the direction, I created mood boards for the visual identity and pitch decks outlining the new web layout, which I presented to the CEO/founder. From there, I designed blog images, social media posts, web layout mockups, and newsletters. Since the blog highlighted personal stories from customers, my goal was to give it the feel of a scrapbook or photo collection—emphasizing collaged elements like fortunes, jewelry, and personal objects—to foster a sense of community.