Clean Origin Brand Guidelines

Janie Marshall partnered with New York–based agency King & Partners to craft Clean Origin’s first comprehensive brand guidelines. Together, they developed a modern design system that elevated the brand from a growing DTC disruptor to a sophisticated player in the fine jewelry space.

The guidelines balanced Clean Origin’s innovative spirit—leading the lab-grown diamond movement—with timeless luxury codes. From typography and color palettes to art direction and tone of voice, every detail was codified to ensure consistency across campaigns, digital platforms, and retail experiences.

Marshall’s creative direction unified the brand’s evolving identity, while King & Partners brought strategic rigor and executional polish. The result was a versatile brand toolkit that supported Clean Origin’s rapid growth, expanded product storytelling, and positioned the company as a design-forward leader in sustainable fine jewelry.