Communication strategy: Jewel brand
CONTENTS
[1] Reflection: Visual Narrative Theory
[2] LiNKS | Public Brand Launch
[3] LiNKS | Designers' Case Study
[4] Our Process: from theory to practice
[1] applying narrative visual strategy: a reflection on course concepts
When studying communication theory, one can conclude that design is not the transmission of visual data, but the creation of meaning in a specific context. Communication in design is based not on the facts themselves, but on their interpretation, which the viewer forms through their own cultural and personal experience and perception. The key tool here is the semiotic tradition: every material, form, and visual element functions as a sign. The designer not only determines the appearance of the object, but also imbues it with their own set of meanings. In the ‘links’ project, the material, execution, and form of the butterfly function as symbols of inner state, fragility, and a chain of consequences.
The sociocultural perspective emphasises that visual communication is embedded in the social practices of the audience. The theme of anxiety and fear of mistakes, which underlies the project, refers us to the real experiences of young creators and is therefore read as a relevant statement.
The critical tradition allows us to see that design is not neutral: it reflects and reproduces ideological attitudes. The ‘links’ project captures the pressure of external expectations and the culture of perfectionism, providing an opportunity to reflect on them.
Finally, design always includes a rhetorical component — the choice of ways to persuade through visual language. Emotional, cultural, and formal arguments together create a coherent message. Thus, communication theory forms the basis for design decisions: it explains how visual elements become a system of meanings and how design becomes a controllable process of creating interpretations. In ‘links, ’ these principles allow us to build a clear, logical, and theoretically sound visual narrative.
[2] presentation for a general audience — LiNKS
who are we?
«Links» tells the story of a person who falls into the trap of their own doubts. When even small decisions begin to seem dangerous, a person can lose confidence, direction, and most importantly, connection with their own self. But the project is not only about fear—it also tells a story of guidance.
even the smallest action can affect our lives more than we expect and sometimes want.
This idea is symbolized in the project by butterflies — delicate, unpredictable, and deeply connected to the well-known term, the butterfly effect. This is the idea that a tiny movement can cause a chain of major consequences. In our installation, butterflies do not just decorate the space, they also act as conductors. They represent the signals, fears, and different thoughts that surround us when we feel uncertain in life.
The butterflies accompany the figure not to confuse them, but to show that even in a state of uncertainty in their thoughts and actions, movement is still possible. Every person carries an inner voice within them, and it does not disappear, even when it becomes difficult to hear.
main features for TA:
Today, especially for young creators, decision-making often seems like an impossible task. We constantly compare ourselves to others, doubt ourselves, fear criticism, and hesitate to move forward. The project addresses precisely these moments. It helps viewers recognize themselves in the narrative and understand that such internal conflicts are not a flaw, but part of the human experience.
[3] the brand presentation for a broad audience — LiNKS
[overview]
«Links» is a project for creating jewelry and installations that explores the psychological experience of decision-making and the anxiety associated with it in people. The central metaphor of the project is the butterfly effect: it is based on the theory that small internal impulses can grow into more serious consequences. The project embodies this idea in a spatial installation and a series of jewelry pieces.
[visual system]
The brand’s visual system is minimalist and straightforward. The electra blue colored pattern and rigid geometry create a controlled, restrained environment, while the butterfly shapes introduce irregularity and emotional tension. This combination supports the main idea: the contradiction between inner fragility and the pressure to make the «right» decisions.
[method of communication with audience — installation]
The metal butterflies symbolize the importance of small decisions, while the transparent structure of the chest signifies the vulnerability and exposure of the inner state. The viewer intuitively interprets these signs, allowing the project to convey emotional content without verbal explanations.
The project touches on a common and relevant phenomenon in the creative community: anxiety, fear of making mistakes, pressure to perform, and loss of self-control. By referring to common cultural experiences, the references strengthen the identification between the viewer and the narrative, making the idea socially relevant.
Links also reflects how the demand for constant productivity and «right decisions» shapes internal limitations in a person. The installation physically demonstrates these limitations through rigid forms and restrained spatial composition.
[strategy]
The communication strategy relies on ethos and pathos: ethos—precise, controlled design language creates trust and signals professionalism. Pathos—emotional images (body shape, butterflies, decorations, and color palette) support emotional engagement. This dual strategy ensures that the project is both conceptually coherent and emotionally resonant. Cold metal conveys the sharpness, precision, and obsessive nature of a person’s inner doubts. Plexiglass ribs provide anatomical reference and transparency, linking the work to the theme of self-analysis and internal processes. This metaphorical combination creates a structured but emotionally expressive visual vocabulary.
[choice of approach]
The jewelry in the work is not only decorative but also conceptual artifacts. They extend the narrative of the installation to the body: rings and facial jewelry emphasize certain points of tension. Each object in the project functions as a symbolic «link» connecting internal states with external expression. Thanks to this approach, jewelry becomes a means of personal communication rather than decoration. The brand is aimed at young creative people for whom decision-making is a source of stress. The goal of the project is not to offer solutions, but to express an emotional state and provide a language for discussing it.
[communication strategy]
Brand communication strategy -The consistency of the sign system (semiotics) ensures a unified perception of the brand. -An emotionally charged narrative (narrative paradigm) maintains viewer engagement. -Cultural relevance (sociocultural tradition) enhances the resonance of the project. -Minimalist visual identity emphasizes clarity and reduces interpretive noise.
Together, these elements create a consistent, professional communication strategy aimed at an audience familiar with contemporary design discourse.
for a professional audience, Links is a conceptually sound design project in which narrative, material language, and symbolic communication interact with each other to reveal a psychologically and culturally significant theme.
[4] how communication theory informed the project
(1) narrative paradigm
The reviewed course emphasises that people perceive information better through stories. Therefore, the presentation for a wide audience was structured as a coherent emotional narrative. This allowed the theme of internal tension and loss of control to be conveyed in an accessible form.
(2)semiotic tradition
All visual elements are viewed as a system of signs. Metal, transparent plastic, butterflies, and a contrasting colour palette were used as symbols of internal states and the consequences of choices. In a professional presentation, this semiotic approach became the basis for analysing visual language.
(3)sociocultural perspective
Communication always takes place in a specific cultural context. The project reflects the experiences of young creators facing anxiety and the pressure of expectations. This determined the focus of both presentations: from universal emotions to a discussion of the mechanisms of the modern creative environment.
(4)critical tradition
This perspective allowed the project to be viewed as a commentary on the culture of perfectionism and fear of mistakes. The professional presentation emphasised the critical dimension of the project and its connection to current social norms.
(5)rhetorical approach
Different rhetorical strategies were used for different audiences. The mass presentation was dominated by emotional appeal (pathos), while the professional presentation focused on logical argumentation and analysis (logos, ethos).
(6)uses and gratifications
The model helped to identify the motivations of the audience. The general audience was provided with an emotional reflection of their own experience, while the professional audience was provided with a structured understanding of the concept and methodology. As a result, communication theory shaped the basic logic of both presentations: it determined the methods of presenting information, the system of visual symbols, and the style of interaction with the audience.
Course «Communication Theory: Bridging Academia and Practice» [Electronic resource]. — Electronic text data. — 2025 (accessed 27.11.2025)
Silanteva A. Educational project «links — jewelry installation» [Electronic resource]. — Available at: https://hsedesign.ru/project/23bb25d40f9548328f915ec8e940a73c (accessed 10.12.2025).
Silanteva A. Educational project «links — jewelry installation» [Electronic resource]. — Available at: https://hsedesign.ru/project/23bb25d40f9548328f915ec8e940a73c. (accessed 10.12.2025).
Silanteva A. Educational project «links — jewelry installation» [Electronic resource]. — Available at: https://hsedesign.ru/project/23bb25d40f9548328f915ec8e940a73c. (accessed 10.12.2025).
Silanteva A. Educational project «links — jewelry installation» [Electronic resource]. — Available at: https://hsedesign.ru/project/23bb25d40f9548328f915ec8e940a73c. (accessed 10.12.2025).
Silanteva A. Educational project «links — jewelry installation» [Electronic resource]. — Available at: https://hsedesign.ru/project/23bb25d40f9548328f915ec8e940a73c. (accessed 10.12.2025).
Silanteva A. Educational project «links — jewelry installation» [Electronic resource]. — Available at: https://hsedesign.ru/project/23bb25d40f9548328f915ec8e940a73c. (accessed 10.12.2025).
Silanteva A. Educational project «links — jewelry installation» [Electronic resource]. — Available at: https://hsedesign.ru/project/23bb25d40f9548328f915ec8e940a73c. (accessed 10.12.2025).
Silanteva A. Educational project «links — jewelry installation» [Electronic resource]. — Available at: https://hsedesign.ru/project/23bb25d40f9548328f915ec8e940a73c. (accessed 10.12.2025).
Silanteva A. Educational project «links — jewelry installation» [Electronic resource]. — Available at: https://hsedesign.ru/project/23bb25d40f9548328f915ec8e940a73c. (accessed 10.12.2025).
Silanteva A. Educational project «links — jewelry installation» [Electronic resource]. — Available at: https://hsedesign.ru/project/23bb25d40f9548328f915ec8e940a73c. (accessed 10.12.2025).
Silanteva A. Educational project «links — jewelry installation» [Electronic resource]. — Available at: https://hsedesign.ru/project/23bb25d40f9548328f915ec8e940a73c. (accessed 10.12.2025).
