Amour Jewelers Campaign Project Book
The Possibilities are Endless
Design innovation takes time and we at Amour Jewelers are committed to creating an extraordinary experience for all. Our emotions greatly affect our decision-making allowing us to push creative boundaries. We emotionally involve ourselves with each of our customers and personally assist them in designing a signature piece of jewelry that is a unique personal expression. We pride ourselves in using highly advanced 3D sophisticated computer software by our gemological certified experts. This extra attention to detail, personal craftsmanship, and stunning beauty, transforms each Amour design into a unique work of art, known as the ‘Amour Touch’ with Limitless Possibilities.
W
“
e just got engaged and Amour Jewelers custom designed the most beautiful wedding rings exclusively to our specifications. We Love our rings. We love AMOUR!”
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ABSTRACT The retail jewelry industry is highly fragmented and competitive. With the spectrum of delightful precious gemstones and the various choices for metals that jewelers are implementing into their designs, deciding which path to venture upon is problematic. Jewelers are challenged with the inconsistencies in fluctuating prices with materials in a struggling economy and are challenged with how to gain customer recognition yet differentiate themselves amongst their competitors. “The most successful jewelers are entrepreneurs with their own outlets, while most still have lucrative opportunities to buy and sell precious metals for a profit� (JCK).
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MISSION Technology is here to stay so embrace it, invest in it. Amour Jewelers has the necessary skills, equipment and technology to capture the sophisticated digital age of today’s hi-tech generation. Our mission is to provide a personalized experience for our customers with hands on exploration with designing unique one-of-a-kind jewelry. The possibilities are endless with the aid of our highly skilled mater jewelers expertise, knowledge and the advanced 3Djewelrysoftware that performs effortlessly in creating exquisite jewelry
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designs. Fine jewelry can be an investment but we want your piece of jewelry to be a reflection of your individuality and to be crafted for endurance.
BRAND OBJECTIVE Buying jewelry online means that whether you’re shopping for the perfect anniversary gift or simply enriching your own collection, price comparison is easier than ever. And should you change your mind or find a better price on a similar item, nearly all online jewelry retailers provide the same customer satisfaction guarantees you can expect to find in a brick and mortar location. A website can never capture the splendor and detail of seeing a sparkling diamond or ruby in person on the showroom floor, but thanks to comprehensive buying guides, customization options, promos and exhaustive inventories, buying jewelry online is an increasingly appealing alternative to driving around town looking for the perfect item.The brand objective is to bring exposure and visibility to Amour Jewelers sophisticated technology and the process involved with the beginning raw stages of development.
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TARGET AUDIENCE
Methods and research involved for this campaign project will be to target the 25 to 35 year old females who are within the traditional marrying age or just have an honest passion for jewelry. The entrepreneur man aged 45 to 55 years old who is financially secure where money is not an issue will also be a target audience for this campaign.
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Samuel Johnson is a 47-yearold man who lives in Portland, Oregon USA. He operates a successful computer repair shop, which has generated a financially lucrative business allowing him a flexible work schedule. Being a creature of habit, he heads to the shop every morning at 9:00 am to oversee the day’s activities wearing jeans and a T-shirt. He is conservative in nature enjoying the outdoors and taking family expeditions every summer. Samuel considers himself to be a modest guy without being pretentious or boastful. He has an enthusiasm for life with a contagious energy, which reflects, in his youthful looks. Every other Sunday he heads
down to the lake to fish with his buddies but Friday & Satudays are reserved for the love of his life, his wife of 22 years, who is his best friend and companion with a passion for gemstone jewelry. He wants to surprise her on their anniversary with a beautifully custom designed piece of jewelry from Amour Jewelers.
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Marcia Starr is a very attractive 27-yearold Caucasian woman who was raised and born in Southern California. She worked for Eileen Koch & Company, Inc. in downtown Los Angeles as a fashion merchandiser. Once she completed college and received her degree in fashion, Marcia was able to purchase a condo along the beach in Santa Monica, California. One of the advantages that propelled her to success was that she was an only child raised by financially secure parents who were able to pay for her college tuition and provide support during those years. Amour Jewelers Campaign Project Book | 16
Being a fashion major had its advantages due to the much-admired sophisticated style she attained. Marcia made a decent income of 65,000.00 annually allowing her to be independent and finally stable. Anticipating the day ahead of her, she dressed in a pair of Page Premium original jeans and a cardigan sweater complimented with a pair of brown suede Ecote Eliana Double Zip Boots. Marcia pulled up to the local Starbucks in her recently purchased Dodge Avenger to meet her fiancĂŠ for lunch and then to go to Amour Jewelers to have their wedding rings custom designed.
CREATIVE BRIEF
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SWOT
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COMPETITORS What distinguishes Amour Jewelers from their competitors is that they use top-of-the-industry 3-D design software. Their differentiating factor is that they can fulfill your expectations, “You Dream it, we create it”, currently this is their big idea oriented towards distinguishing them from other jewelers. This statement reflects Amour’s unique skills and expertise at designing custom made jewelry.
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FONTS & LOGO DEVELOPMENT
Edwardian Script - Logo Typeface
ABCDEFGHIJKLMN QRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Helvetica - Subtitle ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Baskerville - Script Text ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
“T
ypography must support the positioning strategy and information hierarchy. Identity program typography needs to be sustainable and not on the curve of a fad.”
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PROPER & IMPROPER USE The Edwardian font is elegant but needed to be simplified. Manipulating the font and then appling a rendered ring within the company logo captures the integrity of the theme with the tag line centered below the company name. This also differentiates the title and adds to it’s unique brand essence.
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Enlarged View of Rendered Ring
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“Mere color, unspoiled by meaning, and unallied with definite form, can speak to the soul in a thousand different ways.� - Oscar Wilde
COLOR PALETTE
Colors and textures are rich and bold with various colors of nature. Jewelry is made with natural metals and gemstones that are found in nature. “The saturation level or vividness (often referred to as chroma) of a color is an important consideration in design as it describes the intensity of a color: how much or how little gray it contains. The purer a color, the more saturated it becomes. At full saturation, the hue reflects boldness, clarity, and truth� (Curtis 151).
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DESIGN RESEARCH
Each Moodboard is a distinctive representation of various themes. Colors and imagery all fuse together in creating cohesive designs that fits the integrity and concept of the tenets chosen but with unique differentiating concepts. “Without a solid concept, all you have is a bunch of disparate parts competing for attention instead of collectively forming a whole� (Curtis pg.55). Placement of all items are harmoniously balanced which is not only pleasing to the eye but produces a burst of bold color that is aesthetically pleasing yet dramatic.
MOODBOARDS
Fusing hues of brown with the color turquoise shows a degree of sophistication, elegance and a quiet strength. The fonts I chose aid in visual compensation towards a theme of sophisticated elegance with a touch of mystery.
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Elegantly technical and sophisticated are main objectives for Moodboard 2. The color palette is rich, bold and regally effective in capturing a theme that is elegant. However this honestly doesn’t capture the true essense of the main techncal adjective.
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Shabby Chic with soft pastels reflecting artistic drawing skills are the heiarchy for this Moodboard.
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This design reflects a soft pastel color palette with textures that capture the essence of sensuality with images that are innocently provocative. “The color pink represents compassion, nurturing and love. It relates to unconditional love and understanding, and the giving and receiving of nurturing� (Kemmis). This theme captures a beautiful dreamy style that adds a touch of elegance and is very feminine.
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DESIGN TOOLBOX
the
The designers toolbox is a treasure trove of goodies that aid in the inovative amplification of creative development. Textures, images, fonts, icons and color palette aid in the execution of design.
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TOOLBOX
MEDIA MIX
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“All that glistens is not gold”
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-William Shakespeare
Jewelry designs are reflected on paper to be scanned into the design software along with specifications. These images show a pre-rendered and rendered ring evolving into a beautiful design.
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Staying competitive is another good reason to take a look at these machines. Amour Jewelers in Camarillo, California, puts it plainly: “We’ve had a laser welder for years. We love it and couldn’t live without it. Well, we could, but we wouldn’t. They’re 21st century tools. I tell my competitors, don’t buy these tools or master their use. Leave the field to us!”
The purpose of this campaign project is not to just splash various images of beautiful gemstones and unique pieces of jewelry designs‌but to emphasize the steps and the means that evolve into achieving the overall end results. Aesthetically there is no doubting the allure and beauty of jewelry, but to totally differentiate Amour Jewelers from their competitors is by placing hierarchy with its unique approach in designing personalized jewelry in collaboration with the customer. As Neumeier states, “the more technological our culture becomes, the more we need the sensual and metaphorical power of beautyâ€? (Neumeier 162).
Bulletins are the largest standard-size billboards. Located primarily on major highways, expressways or principal arterials, they command high-density consumer exposure.
“Media encompasses all the physical outputs of design, whether online, in the form of websites and journals, or in print, in the form of books, magazines and posters� (Gavin 169).
PROMOTIONAL ITEMS
There’s no better cost-effective way to build brand awareness than through promotional products. Research proves that not only does this increase sales and leads, but leave a lasting impression.
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Regardless of all the technology in everyday life, there is still a need for adding a personal touch. Print is a very powerful medium. It is stimulating, accessible, trusted, and persuasive leaving a lasting impression with something tangible in hand. When creating the packaging, designing a package that is refreshingly unique which cleverly defines the tone of the product, conveys the personality and image of the company’s product. “Attractive, creative packaging gives your product perceived added value” (Intergiftcorp).
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WEBSITE
“You can do as much as you want to make your site look good, but only if it’s not at the expense of making it work well. And most sizzle gets in the way of it working well” (Krug, Steve)
DIGITAL & SOCIAL MEDIA
Designing a specific app that will allow the user to browse for items based on their budget, the type of jewelry they are looking for, the material it is made out of and the colors they prefer. This allows the customer creative freedom and control over their specific jewelry desires. Various multi-platforms will be set up such as smart phones, tablets and mobile devices so consumers can experience the ease of using the app within the company’s website. Amour Jewelers Campaign Project Book | 49
TRADESHOWS & EVENTS
Tradeshows that can be set up with virtual booths displaying dramatic 3D elements with computers allowing consumers the opportunity of hands on experimentation and exploration in using the advanced design software with the benefits of seeing their designs merge into fruition with rendered results.
REFERENCES • Airey, David. Logo Design Love: A Guide to Creating Iconic Brand Identities, 1/e Vitalsource eBook for Full Sail University. Pearson Learning Solutions. • Curtis, Hillman. MTIV: Process, Inspiration and Practice for the New Media Designer, 1/e Vitalsource eBook for Full Sail University. Pearson Learning Solutions, 12/2011. • Haffner, Shell. Xerox. What’s in a Color: Creating an Emotional Impact to Incite Action. Retrieved on 6-6-13 from: http://news.xerox.com/news/Xerox-on-use-ofcolor-in-business-documents. • Kemmis, Judy Scott. Color Phychology. The color Turquoise. http://www.empower-yourself-with-color-psychology.com/color-turquoise.html • Krug, Steve. Don’t Make Me Think: A Common Sense Approach to Web Usability, 2/e Vitalsource eBook for Full Sail University. Pearson Learning Solutions. • Wheeler, Alina. Designing Brand Identity: An Essential Guide for the Whole Branding Team, 4th Edition. John Wiley & Sons (P&T), 10/22/12. • http://www.pinterest.com/pin/232709505718658815/ • Wikipedia (2013) Billboards. Retrieved on 8-14-13 from: http://en.wikipedia.org/ wiki/Billboard •
IMAGES • http://larryhamillphotography.com/category/technology/ • http://www.jewellerybusiness.com/newsletters/2009-newsletter-archives/83-december-21-2009/858-stuller-unveils-design-software-to-media • http://wisian-emeralds-sobre-diamonds.tumblr.com • http://istaweyr.wikidot.com/elinth • http://sewjewerl.net/cad-cam-jewelry-picture/ • http://gemvision.com/matrix/Matrix%20Design%20Contest%20-%20Overall%20 Design%202nd%20Place.pdf • http://www.imageof.net/wallpaper/Abstract-Blue-Lights/ • http://oceanside-jewelers.com/about-us • http://www.brownjewelers.com/custom/ • http://www.mensxp.com/relationships/marriage/10631-30-second-guide-to-engagement-rings.html • http://larryhamillphotography.com/category/technology/ • http://www.pinterest.com/pin/232709505718658815/ • •
REFERENCES FOR MOODBOARD 1 • Image # 1 Gold Floral Texture: AGC Wallpaper. Retrieved on 5-28-13 from: http://www.wallgc. com/gold-textures-floral-84108/ • Image # 2 Clouds Scenery. Scenery Wallpaper. Retrieved on 5-28-13 from: http://ks.7savers. com/scenery-wallpapers/index6.html • Image # 3 Saint by Sarah Jane -http://www.saintbysarahjane.com/images/newsletterImage2large.jpg • Image # 4 Gold. http://www.myharusi.com/indian-bridal-jewellery/ • Image # 5 Gold Bars. http://www.bullionstreet.com/news/gold-bar-premium-hits-4-month-highin-japan/1904 • Image # 6 Citrine Jewelry. http://lolish-style.blogspot.com/2011/05/angelina-jolie-jewelry-line-style-of.html REFERENCES FOR MOODBOARD 2 • Image # 1 Twirl Purple / Wowowall. Retrieved on 5-28-13 from: http://www.wowowall.com/ wp-content/uploads/2013/03/twirl-purple-blue-black-purple-and-blue-twirl-image-abstract.jpg • Image # 2 Purple & Blue Strands Wallpaper / Free Wall Paper 4 Me. Retrieved on 5-28-13 from: http://desktop.freewallpaper4.me/download/6157/purple-and-blue-strands • Image # 3 Purple & Blue Twirl / Free Wall Paper 4 Me. Retrieved on 5-28-13 from: http://desktop.freewallpaper4.me/download/5334/purple-and-blue-twirl • Image # 4 Purple Petals / Pinterest. Retrieved on 5-28-13 from: http://pinterest.com/ pin/546905948468310595/ • Image # 5 Cad Cam Jewelry / Jewelry Online. Retrieved on 5-28-13 from: http://sewjewerl.net/ cad-cam-jewelry-picture/
REFERENCES FOR MOODBOARD 3 • Image #1 Angelina Jolie: http://3.bp.blogspot.com/-Hed_jX4GpJg/T08i_ulTbLI/AAAAAAAAA7c/ xgKI4_hAX78/s1600/angelina-jolie-3.jpg • Image # 2 Crackle Paint. http://farm3.static.flickr.com/2302/2220258787_171d908cf7_o.jpg • Image # 3 Soft Pink Lights. http://weheartit.com/entry/8600705 • Image # 4 Hues of Pink. http://www.rgbstock.com/bigphoto/nxHXxhA/Abstract+Paint+5 • Image # 5 Black & White. http://th04.deviantart.net/fs70/PRE/i/2011/006/b/2/black_and_white_ vintage__by_christianluannstock-d36kegn.jpg • Image # 6 Diamond in Mouth. http://dailystuff.org/how-to-find-that-your-diamond-is-real-orfake/ • Image # 7 Bracelets. http://pinterest.com/pin/202591683207800733/ • Image # Gold. http://www.myharusi.com/indian-bridal-jewellery/ • Image # 5 Gold Bars. http://www.bullionstreet.com/news/gold-bar-premium-hits-4-month-highin-japan/1904 • Image # 6 Citrine Jewelry. http://lolish-style.blogspot.com/2011/05/angelina-jolie-jewelry-line-style-of.html
The Possibilities are Endless