Midnight & Marigold
Bringing Refined Indian Craftsmanship to a Wider Audience
Bringing Refined Indian Craftsmanship to a Wider Audience
Rundown partnered with Midnight & Marigold to build an elegant jewelry brand, eschewing clichés for a modern presence rooted in Indian culture. Our work, spanning social content, brand storytelling, and a monthly marketing calendar, focused on highlighting the jewelry's richness with intentional design, ensuring luxury without visual noise.
Rundown developed a monthly content calendar for Midnight & Marigold, emphasizing standalone jewelry visuals over models. We established a premium, culturally resonant brand tone, avoiding clichés in copy and visuals. Using muted palettes and minimal video, we built a strong organic social presence, highlighting craftsmanship and emotion in every caption.
Rundown embraced slow luxury for Midnight & Marigold, crafting content meant to be savored. Reels featured calm, tactile visuals and poetic narratives of collections, rather than just products. The grid balanced rotating shots and carousels, ultimately selling the feeling of wearing the jewelry, not just the pieces themselves.