About
Brands
Tala by Kyla 2023 RebrandCreative & Marketing Strategist for the “Made to Shine” Rebrand
For Tala by Kyla, Melvin Dave played a key role in redefining and strengthening the brand’s identity during an important stage of its growth. Although the company was already an established and successful jewelry business, it lacked a distinct brand identity and long-term positioning in the market.
Recognizing the need to evolve beyond being perceived solely as a jewelry reseller, the project focused on transforming Tala by Kyla into a more recognizable and emotionally driven lifestyle brand. Melvin was involved from the insighting and strategy phase through to execution, helping shape the foundation of the brand’s new direction.
He contributed to the development of the brand tagline, “Made to Shine,” while also helping create a refreshed visual identity, creative direction, and overall positioning centered around authenticity, aspiration, and emotional connection.
In addition to strategy and branding, Melvin also led and executed key marketing and production elements of the campaign, including photography, launch visuals, and the official launch video. His role combined creative direction, marketing strategy, storytelling, and content production to help Tala by Kyla establish a stronger brand presence and create a more defined identity within a highly competitive market.