Creative Director/Art Director/Copywriter: Kevin McGraw
“Where Forever Begins.” Branded campaign gave company its own voice in a crowded retail jewelry market. “Forever begins with an enduring symbol of your shared future: the diamond,” is how the creative began strategically targeting the engagement market—while also communicating how the company builds trusted relationships with its customers.
Outdoor executions incorporated romantic imagery and quick communication of key messaging. Two promotional efforts—one seasonal (snow promotion) and one for Valentines Day (co-promo with day spa)—provided smart extensions of the campaign.
After achieving enough recognition to use “Where Forever Begins” as the company’s tag line, the brand launch was extended into the holidays with “Unwrap Joy.”