The project

Lía By Evangelía is a celebrity jewelry brand that blends timeless elegance with modern artistry. As a co-founder, I played a pivotal role in shaping the brand’s identity, crafting its distinctive logo, aesthetic, and ethos. I developed the brand’s messaging to reflect our vision—empowering individuals through bold, high-quality designs that tell a story. From creative direction to strategic branding, I ensured that every visual and verbal element resonated with our audience, establishing Lía By Evangelía as a brand staple for Evangelía fans and the Greek diaspora.

I led the creative direction of Lía By Evangelía, creating a visual identity rooted in refined minimalism and neutral tones. The sleek, modern logo embodies the brand’s effortless sophistication, while the muted color palette and clean, editorial aesthetic ensure a timeless appeal. Each jewelry piece reflects this philosophy—sculptural yet versatile, designed to be both statement-making and wearable. From branding to product design, every element was carefully curated to evoke understated luxury and contemporary elegance.

Our debut collection, The Elements, was inspired by the raw beauty of nature, translating the essence of Air, Earth, Water, and Fire into sculptural, timeless jewelry. The photoshoot direction mirrored this vision, set against the rugged Greek coastline, where the sea and rocks served as a natural backdrop. Evangelía embodied the collection’s ethos, wearing minimal, neutral-toned pieces that allowed the jewelry to take center stage. The interplay of light, texture, and organic landscapes reinforced the collection’s connection to the elements, creating a visual narrative that felt both powerful and serene—just like the pieces themselves.

Our first drop of The Elements collection sold out quickly. The overwhelming response and requests for more led us to expand the collection with two additional colors: Greek Summer Day and Greek Summer Night. These hues were created to embody the essence of the Mediterranean—soft, sunlit warmth for day and dark, black for night—perfectly aligning to be sold along side with Evangelía’s Summer 2024 tour, It Feels Like Greek Summer. This evolution of the collection not only reflected the spirit of the season but also deepened our connection to the elements, storytelling, and the connection we have to Greek summers.