Positioning a luxury jewellery brand as a liberator of outdated expectations
With many years of experience in white-label jewellery design in London’s historical jewellery quarter, founder Elise Friedman was seeking to define an eponymous brand to authentically connect with what she felt was an unheard audience and present her fine and bespoke jewellery brand as the unrivalled go-to in discovering unique yet timeless jewellery for today’s modern woman.
Redefining a vision
I worked with Elise through my three-stage framework to uncover insights from the inside out and opportunities from the outside in.
Our first port of call was to develop an understanding of her audience and the barriers in place to winning their attention in an overcrowded market and at a luxury price point.
Interviews with past and prospective customers helped set the foundations of a unique value proposition that sought to offer an understanding of, and connection with, today’s modern woman.
Transcending expectations
Set on the vision of liberating women from outdated norms as well as the values of individuality, sensuality and excellence in craft, we created a differentiation strategy that celebrated the multifaceted nature of women and allowed them to transcend expectations with self-chosen jewels. Objects of personal symbolism that marks one’s individuality.
I then structured a verbal identity that sought to redefine expectations of a luxury retailer. As founder, Elise’s own unique perspectives played a significant role in the development of a stand-out brand personality alongside a core messaging framework to connect with her audience.
Visual Identity
Following on from strategy, Elise continued our creative journey into Identity Design and it was time to create a beautiful and distinct identity system that juxtaposed the refined, artistic beauty of her pieces with a disciplined and methodical approach to their creation.
Other than being wildly funny and kind, Hilary’s ability to craft thoughtful, compelling brand identities is undeniable. What sets her apart is her deep focus on understanding the human side of a brand—getting to the heart of who the brand serves and what it stands for, even in some cases pre-launch. This clarity shines through in the work she did for ELISE FRIEDMAN.
Elise Friedman, Founder
Implementation and rollout
To ensure seamless application of the new strategy and identity in-house, I provided a comprehensive brand strategy roadmap alongside a set of brand guidelines. This provided a foundation for rollout across key touchpoints and channels, future campaigns and collaborations, as well as training or future brand development.
