Get a
“Hell yes!”
THE BRIEF DISRUPT WITH DIAMONDS
Sparkle cut. A premium direct-to-consumer diamond brand needed a brand and an eCommerce website.
Fact is, most soon-to-be-married individuals don’t know what they’re paying for when they buy a diamond, and many wind up getting sold and up-sold on qualities that don’t really matter. So, the founders of Sparkle Cut set out to disrupt industry norms and lead with what really matters in a diamond—how sparkly it is.
DELIVERABLES
Logo & Brand System • Packaging • eCommerce Website • Content Creation • Brand Video
I worked in partnership with Sparkle Cut from day one, designing their logo and visual expression, packaging, website, and online store. Then, I developed and launched a series of digital ads and online videos, anchored by a boldly irreverent voice hell bent on distinguishing itself from the oversentimental competition.
ROLE
Creative Direction • Art Direction Photography/Video • Implementation
AWARDS
GD USA • American Package Design
BRAND PLATFORM
Collaborating with Stratagoy and a copywriter, we built a comprehensive brand platform that ditched the decades-old marketing myths of the diamond industry—and doubled down on sparkle.
BRAND EXPRESSION
To balance the irreverent tone of the Sparkle Cut brand, we needed the brand’s visual expression to feel refined, elevated and warm, without feeling out of reach (we’re looking at you, Tiffany). Bring on the gradients and pattern-play!
BEHIND THE SCENES
