Platinum Born
The challenge
The fine jewellery market is a place of epic stories and marquee names. This new arrival needed its own territory, something that would speak to high-net-worth, independent women.
The approach
Looking at unique characteristics of platinum and the iconic role of inspirational female leaders, I outlined a different kind of jewellery narrative, fresh and powerful, to weave through all channels.
This included
Assessing jewellery symbolism and traditions against a modern context
Identifying relevant cultural touchstones and trends
Crafting a story about the role of fine jewellery in modern women’s lives
Breaking this story down into touchpoints that drive sales and community
Creating social pillars and tone of voice guidelines for teams to follow
Delivering concepts, copy and content to set a template for the new brand
Part of the challenge was working within practical constraints. The company had already set a site relaunch date. They had also just completed a location photoshoot with this date in mind. Being able to weave the narrative in with existing assets was essential.
The results
The site relaunched on time and budget, with a powerful new position and tone that integrated existing assets while setting the direction for new campaigns and activity in the future.
Today, the brand is going strong, with campaigns and social content featuring women leaders across a wide range of fields, along with celebrity ambassadors who embody the brand’s values, including Lupita Nyong’o and Priyanka Chopra.
