B R A N D I N T R O D U C T I O N
Pulso JWLS is a contemporary jewelry brand born from an unconventional path. Its founder, originally trained as a locksmith within her family business, decided to redirect her craft into a more personal and expressive territory. What began as a mechanical and functional trade evolved into an exploration of form, material, and identity—leading to the creation of jewelry that reflects both strength and sensitivity.
At the heart of Pulso JWLS lies an instinctive connection with nature. Each piece draws inspiration from organic elements—stone, earth, and metal—translated into designs that celebrate imperfection and rawness. Rather than seeking symmetry or polish, Pulso embraces rough textures, irregular surfaces, and amorphous shapes. These choices transform the jewelry into wearable sculptures, where every contour carries a sense of authenticity.
The materials—bronze, alpaca, and silver—were chosen for their noble essence and versatility. They anchor the brand in durability while allowing experimentation with finishes, patinas, and tactile qualities that enhance their natural beauty. The dialogue between metal and form creates pieces that are bold and striking yet retain the subtlety and elegance inherent in their material origins.
The brand’s name, Pulso, embodies its essence. It speaks to the rhythm, vibration, and movement of life, as well as to the founder’s personal condition, which infuses the work with individuality and honesty. Each creation is not only a piece of jewelry but also an expression of resilience and transformation—a reminder that beauty emerges in the tension between vulnerability and strength.
Pulso JWLS stands for a new approach to adornment: one that values uniqueness over repetition, sensation over convention, and presence over perfection. Every piece carries the pulse of its maker, designed for those who seek jewelry that feels alive, imperfect, and unapologetically human.
What I did
→ Brand Concept
→ Art Direction and Photography
→ Brand Concept
→ Art Direction and Photography
→ Visual Identity
In its first capsule collection, Éter, Pulso JWLS explored the symbolism of the four natural elements: earth, water, air, and fire. Each piece translated the essence of these forces into form—solid and grounded like soil, fluid and reflective like waves, light and ethereal like wind, or fierce and transformative like flame. Through this capsule, the brand affirmed its commitment to jewelry as more than adornment: as a dialogue with the environment, with cycles of change, and with the invisible energies that shape our world.
Pulso JWLS stands for a new approach to adornment: one that values uniqueness over repetition, sensation over convention, and presence over perfection. Every piece carries the pulse of its maker, designed for those who seek jewelry that feels alive, imperfect, and unapologetically human
In my collaboration with Pulso, I was responsible for:
Branding of the brand
I developed a visual identity that captures the essence and values of Pulso, designing a logo that incorporates a gem to represent the small stones that add color to their creations. I selected a high-impact sans serif typography to highlight the modernity and boldness of the brand.
I developed a visual identity that captures the essence and values of Pulso, designing a logo that incorporates a gem to represent the small stones that add color to their creations. I selected a high-impact sans serif typography to highlight the modernity and boldness of the brand.
Branding of the collection
We aimed to represent Éter through the simplicity of natural resources in a traditional setting, where the ambiance was defined by stone, wood, marble, and subtle details integrated into each space.
We aimed to represent Éter through the simplicity of natural resources in a traditional setting, where the ambiance was defined by stone, wood, marble, and subtle details integrated into each space.
Art direction, photography, and video for the campaign
I directed the staging of the product sets, using elements collected from nature—soil, stones, flowers, food, marble, incense, and fire—ensuring that each set reflected the unique identity of the collection.
I directed the staging of the product sets, using elements collected from nature—soil, stones, flowers, food, marble, incense, and fire—ensuring that each set reflected the unique identity of the collection.
This project has been an exciting journey, where every detail was carefully crafted to highlight the authenticity and the beauty in imperfection that Pulso JWLS represents.
