De Beers /
Forevermark
Launched by De Beers in 2008, Forevermark is a new promise in diamonds, a promise above and beyond the 4Cs – one of exceptional quality and integrity. Less than 1% of the world’s diamonds are eligible to become a Forevermark diamond. As proof of this, each and every Forevermark diamond is inscribed with the Forevermark icon and its very own identification number which makes it always uniquely yours.
We were asked to create a global blueprint to communicate this new brand in key Asian markets including China and Japan, laying the foundations for Forevermark to develop into a successful global brand.
Using the brief ‘Precious’ we created a collection of individual short stories and diamond jewellery pieces, in collaboration with a number of literary experts and jewellery designers.
The Precious Collection™ was captured visually and then launched at events in each territory, to which media and local celebrities were invited. The collection, the authors and designers provided content and personality to bring the brand to life in the media and over $1 million of editorial coverage was generated by each territory.
A toolkit and media kit was also created for translation and distribution in markets, along with event and media guidelines.