Handcrafted with intention & purpose

By Mckenzie is a unique luxury brand of hand-crafted jewellery that brings together the healing qualities of crystals and gemstones in exquisitely crafted silver settings. We collaborated with owner, Rachel to deliver a new visual identity, brand collateral and website.

Visual Identity Design
Website Design
SEO Setup
Logo Suite
Brand Stationery
Visual Guidelines
By McKenzie


Customers are spoilt for choice when it comes to jewellery. From cheaper costume jewellery to one-of-a-kind pieces, there’s no shortage of options. In the gemstone market, customers have options to buy crystals from a range of sources at many different price points, making it difficult to determine quality.

Rachel wanted her brand to feel accessible and inclusive, encouraging more people to experience using healing gemstones day-to-day. She also wanted her audience to know her pieces are quality handmade originals that are ethically made.

Visual Identity

Our goal was to create a visual brand identity for By McKenzie that positioned the brand as the only place to purchase one-of-a-kind, handcrafted, high quality gemstone jewellery, driving home that these are keepsakes, not fast fashion pieces.

Moving away from fleeting trends, By McKenzie's visuals are a blend of classic and sophisticated elements and earthy, natural and organic elements, representing the brand's commitment to timeless beauty, connection to the natural and focus on handcrafted, sustainable jewellery.

Web Design

By McKenzie's new website design was thoughtfully created to be easily extended and customised as they grow. If and when they decide to add a new collection, shop or additional pages, the infrastructure is in place to make this process fast and easy.


The By McKenzie brand is timeless and feminine, showcasing the exquisite artistry of their jewellery and quality of their work. We were so happy to partner with them on this project and are looking forward to watching this emerging brand make waves in their industry. 

Big dreams becoming reality, lessons and learnings. Through all of it the amazing crew at Baker Creative have been a steady, calm creative force.
Rachel McKenzie
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