ZADEH is a New York–based luxury jewelry brand founded over 25 years ago by Catherine Zadeh, one of the first women designing exclusively for men. Known for its architectural, gender-fluid pieces and quiet elegance, the brand has grown organically through word of mouth and loyal clientele.

Catherine came to me because she was struggling to translate the essence of ZADEH into a cohesive, elevated brand identity that could scale. As the company began expanding its team and presence, she needed a tool that could clearly communicate the brand’s philosophy, visual language, and standards: something that could be shared with new employees, photographers, stylists, and collaborators. This branding guidelines deck was created to solve that problem: to distill ZADEH’s history, aesthetic, voice, and values into one timeless, practical, and beautiful document. Designed to stand the test of time, this document ensures that anyone representing ZADEH can do so with confidence, consistency, and intention.