The diamonds for the brightest love.
Creating a brand that shines above the rest.
From a brighter diamond to a family of brighter brands
When the creators of The LEO Diamond came to us for a brand elevation, they had two products in market: The LEO Diamond and The LEO First Light Diamond. Being optimistic, we created a master brand behind the two cuts, The LEO Collections, and from there launched three new sub-brands with their own personalities.
As the exclusive retailers of The LEO, one of our main roles was not only to create content for our own channels, but provide Kay and Jared with ready-to-use assets to push out to their audience.
Working with a UX designer, an entirely new website was developed to tell the story of each brand.
Videos for web, social, and retail distribution were created to tell the collection story, along with launch videos for Legacy and Ideal Cut.
A brand guide was curated and updated regularly as each new sub-brand was born. Below is a sample of the master brand strategy.
The First Light sub-brand grew exponentially, allowing us to introduce new ways to shop.
With now four brands to choose from, we created new ways to inspire our audience to help them match the brand to their bridal style.
Step inside The LEO First Light Diamond
Introducing LEOVERSE
LEOVERSE is an immersive experiential pop-up where visitors can step inside The LEO First Light Diamond.
I created the initial idea and mock-ups for the final part of our pitch to be the AOR for Leo Schachter. After our business relationship began, we immediately got to work and partnered with an experiential shop to create the pop-up. The concept evolved to a diamond-shaped structure with a geometrically faceted and sparkly exterior. As visitors enter, an interactive diamond-wall will illustrate the nano-prism technology that creates the colorfully brilliant effects of The LEO First Light Diamond. Visitors can then interact to “etch” nano-prisms, creating the effect of the diamond themselves by pressing colored buttons.
The below renderings were created in partnership with PopUpMob.
This experience was put on pause because of the COVID-19 pandemic, but should make its United States debut soon.
Using 360 orbit cameras, visitors can have their photos taken in exchange for data capture to retrieve the photos and promotional materials from The LEO. At the end, a real life product display allows visitors to try on real pieces, get sized, and place orders.
Created for independent jewelry stores, Kalahari Dream tells a story of superior quality and purpose. We created a brand identity, website, and media package for each retailer to utilize.
Creative Director: Josh Monaco | Tabletop photographer: Dylan Griffin | Producer: Rika Noda Hope | Stylist: Peter Tran
Lifestyle photographers: Heith McBride, Paul Sobota, Mock Tuna (Emily Metzger and Cassie Wolf)
Retouching: Dave Herr
Agency Producers: Chas Soltysiak, Pat Zivich, Josh Monaco | Account Supervisor: Lexie Baughman
ACD/Writer: Matt Thompson | Designer: Joey Mallardi