PROCESS
We partner with brands to bring their unique vision to life, integrating cross-category strategy, artisanal sourcing, and curated concept development into every step of the process.With a hands-on approach, we move from strategy through to execution, crafting a distinctive, authentic brand evolution that is both aesthetically compelling and thoroughly aligned with the ethos of the brand.
strategy
At Minerva NYC, we craft a strategy tailored to the unique needs of each project by first gaining a deep understanding of the brand’s objectives and market positioning. We take into account not only creative aspirations but also business and financial goals, ensuring that every decision supports sustainable growth and resonates with the target audience. This balanced approach allows us to develop a strategic roadmap that aligns with both creative vision and commercial success, delivering impactful results that elevate the brand’s presence in the marketplace.
concept
At Minerva NYC, we develop a rich, multi-layered conceptual direction that defines each project’s unique identity. Beginning with the careful selection of key raw materials, we set the foundation for an authentic and cohesive vision. From there, we establish a mood and color direction that embodies the brand’s essence and story. This layered approach brings depth and clarity to the creative process, shaping a distinct narrative that informs every detail and ensures a seamless flow from concept through to the final product.
design
At Minerva NYC, we approach design as an evolving dialogue that begins with sketching and a deep understanding of materials and craftsmanship. Each design is shaped by an intimate knowledge of how things are made, drawing on the unique qualities of our artisanal resources. This process becomes a conversation between the initial concept and the skilled hands that bring it to life, allowing the design to unfold organically. By embracing this collaborative exchange, we create pieces that are both thoughtfully designed and deeply connected to their making.
execution
​At Minerva NYC, once design sketches are finalized and approved, we engage in a full product development lifecycle that brings each concept to life with meticulous attention to detail. We initiate artisanal sourcing, partnering with skilled craftspeople to ensure that materials and techniques align with our design vision. Through multiple rounds of prototypes, we refine each element, ensuring that the product's look, feel, and functionality are up to the highest standards. Every stage is carefully managed to maintain quality and authenticity, resulting in a finished product that meets or exceeds all client expectations, embodying the artistry and integrity of the initial concept.
