Project Overview
Redefining a coastal artisan jewellery brand.
Project Commissioner
Project Creator
Team
Amber Bonney - Head of Strategy + ECD
Brian Rodrigo Llagas - Design Director
Account Manager - Hanna Zaloum
Brian Rodrigo Llagas - Design Director
Natalie Tuke - Illustrator and Designer
Project Brief
Milly Thomas is a contemporary jeweller based in the coastal Victorian town of Geelong. Milly came to The Edison Agency to help her reposition her fine jewellery brand to reflect her shift in audience and style. Edison was tasked with creating a brand identity and language system that captured the character and charm of Milly and her product and give her independent brand a voice in the fine art jewellery market.
Project Innovation/Need
Our design solution mimicked Milly’s fluid approach by creating a loose and playful visual language. The illustrations have a rich, sensory depth via an embossing technique which emulates the craftsmanship of the jewellery. The colour palette uses natural nude tone complimented by a rich sapphire tone blue for premium cues. The established new brand identity aligns and defines Milly’s personal style which is so evident in her jewellery.
Design Challenge
Milly’s jewellery is contemporary with a unique artisanal craftsmanship that evolves with each season and is inspired by natural Australian landscape. Her jewellery aesthetic can be defined as raw, bold and fluent - the gestural lines hand-carved directly into the metals leave a permanent mark that is truly unique for each piece. The new identity system needed to:
- align to her fine art premium positioning;
- have high visual impact in a gallery -store environment;
- capture the personality and character of the artist;
- create assets that modernise the.
Effectiveness
Edison’s design and brand language system sough to capture the spirit and energy of Milly herself and showcase the craft and beauty of her work through contemporary colours, illustrations and design composition. Emulating Milly’s fluid approach to mark making, we hand-illustrated gestural patterns to create a refined but playful visual language that is further enhanced through tactile print finishing like embossed paper and metallic foils. The colour palette uses natural nude tone complimented by a rich sapphire tone blue to cue the status and premium price-point of her pieces. The established new brand identity captures Milly’s personal style and attitude - naturally raw, dynamic and of high value.
Graphic Design - Identity and Branding - Corporate
This award celebrates creative and innovative design in the traditional or digital visual representation of ideas and messages. Consideration given to clarity of communication and the matching information style to audience.
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