NinetyNight is a conceptual jewelry brand I founded independently in 2020, as both its sole designer and creative director. The brand began as a personal exploration of contrast and tension—between structure and fluidity, softness and edge—and evolved into a fully developed fashion identity through comprehensive brand planning.

From logo and visual system to packaging, e-commerce, and social media presence, I was responsible for the entire brand strategy and execution. NinetyNight’s aesthetic narrative is rooted in spatial thinking and emotional layering, translating abstract moods into wearable objects.

The brand launched across major Chinese online platforms and was stocked in select fashion boutiques in Shanghai, Guangzhou, Hangzhou, Shenzhen, and beyond. Through this project, I treated branding as a spatial and emotional experience, crafting not only products but also the language and atmosphere that surround them.

E - COmmerce