What
Concept
Logo
Emblem
Animations
Web design
Social

Client
whywhy Fine Jewelry

Concept & design - Buket Mihrinnisa Uygur

In 2024, whywhy NYC introduced a bold brand identity centered on self-expression and individuality. This rebranding established whywhy as a statement jewelry brand, seamlessly blending vintage charm with modern edge.

My goal was to craft a visually striking and emotionally resonant identity that amplifies the brand’s essence—empowering those bold enough to choose gold.

Graphic System Foundation

The whywhy NYC identity is bold, symbolic, and rooted in storytelling. Every design element reflects individuality, curiosity, and timeless beauty.

Emblem & Symbolism

At its core, the two intertwined question marks symbolize curiosity and self-expression—every journey begins with "why." The circular whywhy frame represents the cycles of life, where moments pass but dreams endure.

Visual Execution

Monochrome Core – A black-and-white foundation ensures a sleek, modern, and timeless look.

Vibrant Contrasts – Each charm is paired with its own distinct contrast color, used consistently across visuals to enhance its individuality and storytelling.

Typography & Form – A fusion of structured elegance and fluid motion, bridging vintage allure with contemporary sophistication.