With this project we were promoting our new 'Widowmaker' ring that has a spiderweb pattern around the entire ring. This was the first project I put together for LOEY, I wanted to not only create the right image for the ring, but also for the brand. In simplest terms, the brand should have the quality of any high end luxury company (both product and content wise), but should have a more rough and gritty vibe to it. I believe we achieved this perception through this project.