The Cut London
Built on the foundations of modern love, The Cut London is an bespoke engagement ring and fine jewellery concierge service presenting a curated edit of design-led, coveted fine jewellery brands. Founded in 2012, the brand offers the opportunity to discover timeless, meaningful jewellery for meaningful moments.
After experiencing nearly a decade of unparalleled success in the industry, the market had seen the emergence of fresh competition. Therefore, founder Kate Baxter was seeking to redefine the brand to more authentically connect with her audience and present her concierge service as the unrivalled go-to in discovering timeless jewellery for today’s modern customer.
I worked with Kate to first redefine the brand story and develop a meaningful brand positioning strategy. Set on the values of diversity, inclusivity and redefinition, we created a differentiation strategy that celebrates the ring as a relic. An object of personal symbolism that marks one’s individual love story, celebrating modern love in all it’s forms.
Following on from the development of a unique strategy, it was time to create a beautiful and distinct identity system that communicated the boundless of modern love, uncontained by the norms of days passed.
The strategy structured a verbal and visual identity that sought to redefine traditions. The logomark communicates the boundlessness of modern love and approaches the visual language of storytelling by signifying a past, present, and future. A graphic numerical system presents an archive of client’s stories. Celebrating the diversity and individuality in one’s own story of love.
A comprehensive set of brand guidelines including brand copy as well as visual identity look, feel, and usage was provided to ensure the seamless application of the identity in-house and to promote brand consistency and growth.
