You make damn good jewelry. Let’s build a brand worthy of what you make.

Work With Me

Strategy-led branding for makers, creative small businesses, & recovering DIYers who want to look the part, grow confidently, & still feel like themselves.

Recent work

Multiple smartphones displaying various promotional posters and images related to women in politics, arts, STEM, and media, with bright backgrounds in orange, blue, pink, and yellow.
A cardboard box with the words 'BLOOM 52' printed on it, placed inside red wrapping paper with a leaf pattern, on a light green background.
A map of Asia with overlayed graphic elements resembling a periodic table, highlighting Sudan and gold, with the words 'Kula DAO' and symbols for gold.
SEE MORE WORK
Yellow dashed arrow forming a spiral shape on a black background.
Yellow dashed arrow forming a spiral shape on a black background.

My clients have been featured in…

A black silhouette of a person standing on a ladder next to a tree, with a speech bubble and dollar sign, indicating the concept of earning money from trees.
The Google logo with black outline and no fill.
The word 'Mashable' in black text with a small, colorful circuit board icon above the letter 'a'.
Outline of a circle with the words 'World Economic Forum' in capital letters arranged inside it, with a stylized curved line passing through the words.
Black and white sketch of a person's face. The person has short hair and appears to be smiling.
Black-and-white dog with a tan patch around right eye, looking into the camera against a blurred outdoor background.
Logo of NBC, an American television network, featuring a stylized peacock with seven colorful feathers and the letters "NBC" underneath.
Black and white logo of TEDx with bold text.
Logo of The Wall Street Journal featuring large 'WSJ' letters with 'The Wall Street Journal' written above.
A person hanging from a rope swing over a tiled swimming pool in a backyard.
The word 'Mashable' in large, bold black letters on a white background.
Outline of the word 'Google' in white text on a black background.

Here’s how we can work together…..

LET'S FIND YOU THE RIGHT FIT

I love working with people who care deeply about what they're building. Usually that means small teams, founder-led businesses, and creative people who want their brand to feel as thoughtful and distinctive as the work itself.

MAKERS & PRODUCT BRANDS

Jewelry • home goods • food & beverage • ethical goods

Who this is all for —

CREATIVE BUSINESSES

Photographers • writers • interior designers • creative services

MISSION-DRIVEN BUSINESSES

Social enterprises • nonprofits • cultural organizations

PLACES & EXPERIENCES

Hospitality • cafés • shops • cultural events

MEET YOUR DESIGNER

Janelle Hugel

A woman smiling and posing in front of a bulletin board filled with colorful fabric swatches, artwork, and decorative items.

I’m a designer, artist, business owner, passport-stamp collector, and lifelong nerd with 15+ years of professional design experience.

But I’ve spent just as much time on the other side of the table: building businesses, launching products, co-founding a social enterprise, stretching tiny budgets, and figuring things out as I went.

That’s why I approach branding like a business owner as much as a designer. I want to know where you’re going, what’s getting in the way, and what we can build that will actually make running and growing your business easier.

MEET JANELLE

EMAIL

Illustration of a chemistry flask with yellow liquid, surrounded by gears and abstract scientific icons.
A black arrow with a dashed yellow line showing a movement path, curving upward and then pointing downward.

Between Projects

My bi-weekly roundup of all the stuff I’d share over coffee.

Mini essays, open tabs, and things that spark new ideas while I’m procrastinating between deadlines. I hate super polished marketing emails so this is more like a studio visit, but in your inbox. And with snacks, ideally.