Across numerous seasons, we partnered with KAY Jewelers shaping campaign aesthetics, sales concepts, and spearheading digital asset creation. We conceptualized the distinctive look and feel for each season, and crafted a seamlessly cohesive design strategy that spanned their entire array of digital platforms.
For The Black Friday Sale and the Holiday season, we created a campaign look using opulent dark green velvet, delicate sparkling snow textures, and geometric papers to craft a luxurious visual. The imagery evokes warmth and intimacy while allowing the beautiful jewels to take center stage. The promo and close up products are shown in a modern gift box contour and the layouts are designed to be modern, clean, and visually cohesive. The graphic elements and green fabric connect everything together across all digital platforms.
KAY wanted to create a landing page on their site dedicated to their most luxurious pieces, highlighting the expert craft, quality, and iconic designs of the pieces in this collection. From concepting to creation we lead the creative direction of this page, to make it a stand out experience. We kept the layouts clean and modern, focusing on the close up imagery and video elements of the pieces, removing all unnecessary visual distractions.
For the Big Summer Sale, we wanted to create a campaign with that had a beautiful symmetry between lifestyle imagery and graphic plates and textures. Our goal was to have the whole season’s look to feel like you were walking through a garden of palms at golden hour, feeling the warm light touch your skin and make your jewels sparkle. Through each asset across all digital platforms, we utilized a cinematic dark palm background along with light golden palm shadows.
This evergreen design highlights KAY’s Lab-Created Diamond collection. We kept the look and feel fresh and light, using the glistening water texture inspired by the collection’s bright luminous diamonds. The water imagery connects the lifestyle imagery with the graphic elements making the campaign feel unified.
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