Brand & Product for a Digital Vault
A completely new brand and product identity for a digital vault that helps people document, value, and protect their most meaningful possessions
$10M+
In Value Stored Within 2 Weeks of Launch
Locket needed a completely new brand and product experience for their concept: a digital vault that helps people document, value, and protect their most meaningful possessions. The challenge was balancing emotional connection with serious security — trustworthy without feeling cold, luxurious without becoming too precious.
Our logo and mark system was inspired by lock forms, legacy fashion brands, and treasured collections — intercrossing lines that evoke the elegance of stained glass and the craftsmanship of intricate woodwork. We paired it with a warm, heritage-inspired palette of clay, chestnut, and chocolate tones and a clean, minimal icon set, then brought it all together in a living brand guidelines site covering strategy, logo, typography, color, iconography, and motion.
We grounded the brand and product decisions in three potential collector personas — including "The Fiancé," someone recently engaged or newly married whose first significant personal asset is an engagement ring or custom piece of jewelry. Their core needs were simple: an elegant way to log their first piece, and gentle education on storing a GIA certificate or appraisal.
That thinking shaped the product's core features — documenting photos, receipts, certificates, serials, and appraisals in minutes; keeping everything private and encrypted by default; and organizing a whole collection of jewelry, handbags, watches, and heirlooms in one searchable archive.
We delivered Locket's full brand identity — logo, color, typography, and iconography — alongside a persona-driven product feature set and a living brand guidelines site the team can build from as they grow.