A close-up of a collection of shiny metallic jewelry, including chains, necklaces, and rings, displayed on a dark surface with the words 'Ninety Night' partially visible.

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.

White handwritten letter 'N' on a black background
Black background with white and gray text in Chinese characters and English, discussing contrast, layers, and over the edge.
A collage of a woman modeling jewelry, including earrings, rings, and necklaces, with close-up images of the jewelry and textual descriptions of the pieces.
White text spelling 'NI' on a black background.
Design layout with the text 'Ninety Night' in English and Chinese characters, featuring multiple variations of the logo on white backgrounds set against a black background. 
LOGO
A black poster with white and yellow text about the brand Ninety Night, featuring a graphic of a glowing square in the water with reflections underneath. The poster contains Chinese and English text describing the brand’s philosophy and logo. 
BRAND INFO
COLor
A black background document detailing corporate color standards, including sections on RGB and CMYK values for gold, silver, and grayscale shades, along with color swatches and explanatory text in Chinese.
Close-up of a black surface with the white letters 'NI' written on it. 
E - COmmerce
Screenshots of a mobile shopping app displaying jewelry items, including rings and earrings, on a black background with Chinese text.
A detailed diagram of a product or service card layout, showing measurements of 10.5 cm by 10.5 cm for the main cards and 5 cm height for a secondary card. The image features Chinese and English text, including the phrases 'NinetyNight' and 'After Sale Service,' with various icon symbols and a QR code on the bottom right. 
Social Media
The image shows several smartphones displaying different screens of a brand called NinetyNight, including their website, product details, and marketing material. The background is black with white text indicating sections like brand introduction and contact options.
A computer monitor displaying an Instagram profile page and a grid of images including jewelry, fashion, and branding visuals for Ninety Night.
Black background with the white letter 'N' and a small white line or symbol above it. 
WEBSITE
Image collage of online shopping for jewelry featuring a computer screen with the website NinetyNight, a person holding a credit card in front of a laptop, and product images including jewelry and accessories, on a wooden table with a potted plant and glasses. 
PRINTS
Left side shows a white bedsheet with two black books titled "Ninety Night" and "Over the Edge," along with a polaroid-style photo frame and a coffee mug filled with black coffee. The right side shows a stack of three black books with the same polaroid photo frame on top, all against a plain background.
A branding design board displaying a business card for 'Ninety Night' with Chinese characters, measurements of 90mm by 54mm, shown on two different textured surfaces, a beige fabric and a wooden tray.
Two women dressed in dark clothing with sunglasses, one holding guns, standing against a green background; in front of a black background, there is a black t-shirt with the words 'Ninety Night' and a stylized 'X' on it. 
SHOP