CLIENT:
HUTCH'S
JEWELRY
Services:
LOGO + ICON
reBRand Identity
Agency: Qonkur Media
YEAR: 2023
My Role: Art Director; Graphic Designer
Collaborators:
Nick Grandelius - Account Manager
Logan Katz - Photographer
Rahme Rayshouny - Videographer
Software Used: Illustrator
Photoshop
Indesign
Hutch's Jewelry is a generational family business that has been serving the heart of Metro Detroit in Michigan for over 30 years.
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Problem: Ahead of a major Pistons collaboration and 313 Day activation, Hutch’s Jewelry’s culturally relevant logo and brand identity hadn’t kept pace with the business and felt dated and inconsistent with the luxury experience they deliver.
Solution: I modernized the original logo and built a cohesive brand system that honors Hutch's legacy while elevating it into an identity that feels at home for urban‑influenced customers and high‑profile clients in music and sports.
Outcomes: Preserved brand equity by refining the existing logo rather than replacing it, so longtime clients recognize the mark instantly; Created a unified visual language that reflects Hutch’s status and makes their in‑house designs feel as elevated as their reputation; Positioned them to step confidently into collaborations like becoming the official jeweler of the Detroit Pistons, supporting higher perceived value and future partnerships.
Logo Evolution
The updated mark builds on Hutch’s original monogram and wordmark by sharpening the geometry, refining the stroke weight, and integrating the diamond into the wordmark so the logo feels more complete, legible, and premium at every size.
Updated Logomark Grid
Building the updated logomark on a precise grid system locked in consistent proportions, stroke weight, and alignment, creating a mark that feels balanced and functional at every size.
Colors & Materials Direction
Color for Hutch’s is driven by diamond light: deep navies and cool blue‑grey highlights with sharp white accents. Warm gold tones show up in jewelry and metallic finishes, while the HJ pattern repeats in the same palette so packaging, print, and digital touchpoints all feel like part of one system.
Brand Mockups
In-store Videography (For Website)
Detroit Pistons X Hutch's - 313 Day activation (Concept)
Note: Concept visuals presented to the client; final campaign creative was produced by the Detroit Pistons internal design team.
Objective: Drive hype around a $25,000 custom 313 chain giveaway and cement Hutch’s as the jeweler of Detroit basketball fans.
Approach: Built on the Detroit Pistons’ existing in‑arena “Swag Cam,” reframing it to spotlight fans’ jewelry and anchoring the experience around a hero 313 chain moment tied to the team’s 313 Day celebration.
