The day a jewelry designer first met with us to discuss creating a brand identity for her start-up jewelry line was the beginning of a long branding journey. Our research showed that the jewelry industry is mature and consolidated among 50 of the largest competitors, most of which have similar brand strategies. But the client wanted a different strategy. She wanted her new brand to be about giving, with a brand promise to give a certain percentage of profits to charities.
FIRST, THE NAME
Our first task was consumer research. Then, after gaining some target market insight, we crafted a positioning statement. Most jewelry lines bear the names of their designers, but the client didn’t want that. So, our first project was a naming study. The client wanted the name to communicate the brand’s promise, which was giving. After presenting the client with some name options, she chose Givesse. We created the word Givesse by combining give with largesse. The client applied for the trademark, and we got started on the logo.
NEXT, THE LOGO
The brief asked that the logo be chic and timeless. We complied by using a typeface with thin, open letterforms, and by using all upper case. Then we subtly modified the letter E to give the logo some distinction. We also designed a symbol that could be used with or without the logo.
THEN, STATIONARY AND MARKETING COLLATERAL
AND PHOTO SHOOT
Before we could go any further with the brand development, we needed professional lifestyle photos. So, we assembled and art-directed a team of models, a photographer, and stylist for a photo shoot. The result gave the client a repository of lifestyle images for use in designing the web site, marketing materials and social media.