ETKIE
CONTENT STRATEGY + EXECUTION, BRAND STORYTELLING, CREATIVE DIRECTION, ASSET DEVELOPMENT, PAID SOCIAL CONTENT
VISION
Etkie is a New Mexico-based luxury jewelry brand whose cuffs are handcrafted by Navajo artisans on their own land, passing down a generational craft while earning a fair wage. The brand carries deep cultural resonance and a strong design identity, but a limited content library. They needed a social presence that matched the richness of the brand: elevated, story-driven, and visually intentional, without relying on a high volume of original assets.
RESULTS
Developed a cohesive visual identity for social from a limited asset library
Produced branded content adopted directly into paid social advertising
Created a consistent narrative framework communicating both product beauty and ethical craft
Established a social presence that reflects the brand's luxury positioning
CREATIVE
APPROACH
We built Etkie's social presence around creative direction and brand storytelling rather than content volume. Working within a constrained asset library, we developed a visual language that felt consistent, considered, and true to the Southwest ethos of the brand. Content was designed to communicate both the beauty of the product and the integrity behind how it's made, giving the audience a reason to care beyond the aesthetic. The branded content we produced crossed over directly into Etkie's paid social strategy, where it has consistently performed well as ad creative.
