Leading Edge Group Jewellers is a collective of jewellery stores across Australia and New Zealand. The Group produces a range of quality multi channel marketing materials for its members to support their individual stores.
Somewhere Co. was engaged by Leading Edge Group as lead design agency in early 2016. Our first assignment was to work with the marketing team to develop the look and feel for the 2016/17 annual Diamonds campaign to be utilised across retail, print, digital, social, television and outdoor advertising.
Looking at the fashion forecast for 2016, we selected Pantone Rose Quartz (colour of the year) to act as the primary design feature across all design elements. The photographic direction was intended to create beautiful and romantic visuals that were engaging and inspiring to bring the campaign to life at every touch point.
Fun fact #1: Our 'love notes' were hand made by us, using real love letters from famous poets, politicians and artists.
Fun fact #2: Our Creative Director Annabel hand painted the featured ring from the campaign to utilise as a prop for the TV commercial - yes, that's her in action in the ad too!
In order to help launch and build awareness around the Diamond's campaign, we also created a set of aspirational visuals that could be used across all social media channels. These are some of our favourites!